Today's guest is the one and only David Bland, author of the bestselling book Testing Business Ideas co-written with Alexander Osterwalder and part of Strategyzer's book series.  David is one of my biggest references in Product.  His work, combined with Teresa Torres, is such a potent cocktail for anyone wanting to build better products and discover value more effectively.  One of the things I love about David's work is his emphasis on evidence-based decision-making and how practical he made it for teams to adopt this mindset. We talked about:  * How to map your assumptions and which risks to consider first * Why working collaboratively and across various areas of the business is so important when testing desirability, viability, and feasibility * Why you should start discovery with a small and 100% dedicated team, and expand as you generate evidence * How desirability and viability are intertwined, and how to go about de-risking it * How to frame hypotheses * How to evolve your evidence from what customers say to what they do (going beyond interviews and surveys) * How to sequence experiments and get the right balance between running 1 experiment and planning ahead * How to test willingness to pay * Characteristics of high-performing teams doing discovery  * The importance of time-boxing and connecting it with how the company makes decisions and approaches funding * How leaders can foster a culture of discovery * And more  This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit afonsofranco.substack.com