We’ve been helping our clients to build their digital products for 20 years already. So what have we learned throughout all that time? If you expect to hear, “We got it all wrong,” then yes, we got it all wrong, indeed. There. I said it.

And it’s not for lack of knowledge. Lean Startup was published in 2011. The lingo it proposed is a staple among product people. And yet, so much work is being done as if it were still living in the 1990s or 2000s.

Let’s get practical, then. Let’s explore why, despite everything we learned in the past decade, we still believe we can get our products right at the first attempt. And even when we say we know better, we still act as if we could.

We scope out products and features. We ask for estimates. We pick so-called “cost-effective” tech partners. Ultimately, we get what we pay for—lackluster results for a premium price.

Can we do better? Sure! Let’s explore how. After all, there’s no shortage of knowledge. It’s changing our product development routine, which stops us from upping our game.

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