3 min read

Most playbooks tell you the first thing to do is set goals. However, with no data (on users, competition, validation), specific goals could hurt more than help.

Only after you launch V1 (or run some tests), can you start getting inputs on what’s working, what isn’t, and develop specific goals.

Before that, it’s a largely opinion-led process, where vision matters much more.

1. Developing a vision

Early on in the project, you should have a vision, not specific goals. It’s crucial that the team understands what we’re generally working on. Is it…

• A new partnership?
• A new product line?
• Improving an existing product?
• Improving a particular segment’s experience?

Clear framing leads to good decisions at every step.

2. Specifying your goals

During discovery, you’ll uncover insights that can make goals specific. By now, you’ll have a decent understanding of:

• Where opportunities lie
• What are malleable components
• What is feasible from a human capital & tech standpoint
• Important product funnel bottlenecks