Discovery vs Delivery
(or is it discovery, and delivery)

by yash chawlani
Table of Contents

I’m not going to answer all of these questions in this article, but I am going to provide you with a different lens. Instead of seeing these topics as two distinct areas of work, why don’t we see them as different means to achieving the same goal?

The goal?

To build the right thing for our customers!

Discovery vs. Delivery.​

I spent so much time in the corporate Product world, where Discovery and delivery were seen as two distinct things.

The typical approach that I observed at organisations was that teams would:

Carry out some research. They would generate some insights and the discovery checkbox would be ticked.

This could now be passed over the fence and it was time to deliver.

The teams carry out some discovery, using techniques like:

Conducting a survey
Carrying out some user interviews
Observing some click tests

Then they create a hypothesis, believe they know the right solution to the customer’s problem, and they deliver this.

Sometimes, they don’t even measure the impact.

When they do, they often discover that it wasn’t the impact that they were expecting. So they go back to the discovery drawing board to see what they missed.

The problem with this approach is that it’s not taking a holistic view. The team isn’t using all of the tools they have to really test their assumptions. They’re not accessing all of the techniques that they could combine to generate the best approach, before believing that they have the solution.

Yash Chawlani

Yash Chawlani is your go-to digital marketing specialist and founder of Merlin Marketing, a performance-driven marketing agency. With over 7 years of experience, Yash has worked with some big names like Elementor, G2, and Snov, just to name a few, to boost their online presence. When he's not diving into the latest marketing trends, you'll either find him at the gym or on the football field.


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