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Trashing 90% of Your Ideas Is Fundamental to Success

An Interview with Itamar Gilad on What Makes or Breaks Product Discovery

How can we accelerate product delivery?

Often, I stumble upon this question, but it’s the wrong one. A feature factory company would ask that, while a product company would ask a different question.

How fast can we drop bad ideas?

Before I answer this question, let me say thanks to everyone who messages me and supports me with my book. It’s amazing!

For those curious, here’s where you can read a sample chapter. Let’s rock it together.

Learn how to defeat BS Management

Now, back to dropping bad ideas fast enough.

Recently, I had an amazing chat with Itamar Gilad, author of Evidence Guided: Creating High-Impact Products in the Face of Uncertainty. We explored the challenges of bringing product discovery to life and where to start with it.

The interview took around 50 minutes; you can watch it for free on my channel, but I care about your time. Here are the 5 key takeaways:

1. Embrace the Art of Removing Ideas

Itamar emphasizes the power of discarding 90% of ideas. This approach isn’t about being negative; it’s about focusing your energy and resources on the truly impactful ideas that can drive success.

2. Human Judgment Over Process

In a world increasingly powered by AI and structured methodologies, Itamar reminds us of the irreplaceable value of human intuition and judgment in product development.

3. Evidence-Based Innovation

The balance between creativity and evidence is delicate. Itamar advocates for an approach where innovation is guided and validated by solid data, ensuring that new ideas have a foundation in reality.

4. Understanding User Needs is Key

Knowing your users is not just a part of the job—it’s the essence of it. Deeply understanding user pain points and desires is critical for creating products that truly resonate and provide value.

5. Continuous Learning and Adaptation

The product management landscape is ever-evolving. Itamar’s insights remind us that staying adaptable, learning continuously, and being open to changing our methods are crucial for staying relevant and successful.

Watch the full video:

Let’s rock the product world together!

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  5. Pre-order my Book, Untrapping Product Teams

Have a lovely day,


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Untrapping Product Teams
Untrapping Product Teams Podcast
Honest, unfiltered, real interviews with those brave to speak the truth.
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