Ideas
Ideas are initial concepts for products or features that teams want to build, often starting as fleeting thoughts about what should exist to solve a problem.
Almost everyone has thought "someone should make X" or "why doesn't this product exist?" This is exactly how products are born. A fleeting thought blossoms into an idea that, through hard work, eventually becomes a product.
What role do ideas play in discovery?
Ideas contain underlying assumptions about customer problems, behaviors, and whether the proposed solution will work. Each idea is built on a series of assumptions that need to be tested before investing time in building.
One insight can take many different forms—there are multiple ways to address the same underlying need. Teams should generate multiple ideas rather than fixating on just one, avoiding irrational attachment to a single concept.
Why does testing ideas matter?
Not all ideas should become products. Good teams are explicit about the assumptions behind their ideas and test them before they invest too much time into a particular product plan.
Without testing, teams risk building products that nobody wants.
Learn more:
- Stop Brainstorming and Generate Better Ideas
- Assumption Testing: Everything You Need to Know to Get Started
Related terms:
- Hypothesis
- Assumption Testing
- Solutions
- Opportunity
Last Updated: October 25, 2025