Decision-Making
In product discovery, decision-making involves the continuous process of making choices about what to build next. Product teams make these decisions every day rather than waiting for big project milestones.
At the end of the day, every product team has to decide what to build next over and over again. It's these decisions that impact whether teams drive outcomes that create value for the business by creating value for customers.
How do teams improve their decisions through research?
Teams improve their decisions by avoiding "whether or not" questions and instead creating "compare and contrast" decisions through prototyping and research.
If you prototype and test multiple ideas, you aren't stuck answering the question, "Is my idea good or not?" where if it isn't you are left without anything to build. Instead, you can ask a much better question, "Which of these ideas looks most promising?" and you'll always have something to build next.
Why does decision-making matter?
Product teams make decisions every day. Teams don't want them to be guesses. By setting up a continuous discovery rhythm where research activities are already on the calendar, teams get fast answers to their questions. When you can get fast answers, you stop guessing and you start learning. This is how teams get to great products.
Learn more:
- Product Discovery Basics: Everything You Need to Know
Related terms:
- Compare and Contrast Decisions
- Whether or Not Decisions
- Continuous Discovery
- Prototyping
Last Updated: October 25, 2025