Build repeatable customer research system for each product launch
Instead of guessing at product-market fit for each new product, create a systematic process: call hundreds/thousands of customers, document patterns, build what they explicitly request, validate before major investment. This de-risks expansion and builds community ownership over time.
When to use
When expanding product lines or adding new features to existing products. Most effective after finding initial PMF and having a base of customers to interview. Works best for consumer products where customer input can directly shape product design.
Don't do this
Assuming early success means you understand the market well enough to skip validation on new products. Treating customer research as one-time activity rather than ongoing system.
1 Founder Who Did This
Repeated same formula for every product: pillow (talked to customers for year, sold 3K in 72 hours), bed sheets, mattress (3 months calling customers to find pain points). Each product validated before major investment.