Build it and it will fail…unless

December 2015

Sunny Ahn, Partner, Endeavour Partners

talking customers

Over the last few decades, we have helped numerous companies launch new products and services. Through this I have learned why customer discovery is so critical, and how so many companies get customer discovery wrong. From all my experience and recent discussions with C-level executives, as well as my work as a mentor for the NSF I-Corp program, customer discovery is more important than ever.

I’ve incorporated my learnings in this thought piece where I discuss the importance of customer discovery, how not all customer discovery processes are created alike, and the importance of building a culture that drives continuous customer discovery.

I hope you enjoy the essay and would love to hear your thoughts.

Click here to read: Build it and it will fail…unless.

If you have any questions or want to discuss the art of customer discovery in further detail, you can contact Sunny at

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