--- title: Agile Product Marketing Group - Blog | Customer Discovery description: Customer Discovery | Agile Product Marketing Group - Buzzword Free Blogging Conversations on Improving Sales and Marketing Performance --- Menu [![agile product marketing group bounce logo-1](https://www.marketwithagility.com/hs-fs/hubfs/agile%20product%20marketing%20group%20bounce%20logo-1.png?width=203&height=101&name=agile%20product%20marketing%20group%20bounce%20logo-1.png "agile product marketing group bounce logo-1")](https://www.marketwithagility.com) - Problems We Solve - [Go To Market Strategy](https://www.marketwithagility.com/go2market) - [Messaging and Positioning](https://www.marketwithagility.com/coremessaging) - [Buyer Insights](https://www.marketwithagility.com/buyer-persona) - [Lead Generation](https://www.marketwithagility.com/lead-generation) - [Sales Enablement](https://www.marketwithagility.com/salesenablement) - [Inbound Effectiveness](https://www.marketwithagility.com/inboundconsulting) - [Content Marketing](https://www.marketwithagility.com/contentmarketing) - Resources - [Product Marketing](https://www.marketwithagility.com/product-marketing) - [Inbound Marketing](https://www.marketwithagility.com/inboundmarketing) - [Insight Selling](https://www.marketwithagility.com/insightselling) - [Guides, Reports, Templates](https://www.marketwithagility.com/library-984387) - About - [Our Experience](https://www.marketwithagility.com/our-experience) - [Leadership](https://www.marketwithagility.com/leadership) - [Our Work](https://www.marketwithagility.com/ourwork) - [Join The Team](https://www.marketwithagility.com/bench) - [Contact](https://drift.me/markshapiro) - [Blog](https://www.marketwithagility.com/blog) - Problems We Solve - [Go To Market Strategy](https://www.marketwithagility.com/go2market) - [Messaging and Positioning](https://www.marketwithagility.com/coremessaging) - [Buyer Insights](https://www.marketwithagility.com/buyer-persona) - [Lead Generation](https://www.marketwithagility.com/lead-generation) - [Sales Enablement](https://www.marketwithagility.com/salesenablement) - [Inbound Effectiveness](https://www.marketwithagility.com/inboundconsulting) - [Content Marketing](https://www.marketwithagility.com/contentmarketing) - Resources - [Product Marketing](https://www.marketwithagility.com/product-marketing) - [Inbound Marketing](https://www.marketwithagility.com/inboundmarketing) - [Insight Selling](https://www.marketwithagility.com/insightselling) - [Guides, Reports, Templates](https://www.marketwithagility.com/library-984387) - About - [Our Experience](https://www.marketwithagility.com/our-experience) - [Leadership](https://www.marketwithagility.com/leadership) - [Our Work](https://www.marketwithagility.com/ourwork) - [Join The Team](https://www.marketwithagility.com/bench) - [Contact](https://www.marketwithagility.com/contact.html) - Thought Leadership - [Blog](https://www.marketwithagility.com/blog) ## **Buzzword Free Marketing** ### ***Building Sustainable Marketing Practices*** **Today's marketing buzzwords will give way to the next wave of  "hot " methods.  The thing that won't change is that effective marketing needs to  focus on the customer and not the product.   Offerings need to be targeted at the right set of buyer segments and supported by messaging and positioning that clearly articulates the business and technical value proposition.  ​ This blog is intended to share insights and approaches from current engagements and years of experience and apply these time-honored principals to the latest techniques for sustainable marketing and sales enablement. Hopefully this provides ideas and inspiration on how you can identify gaps in your approach and improve your marketing to deliver maximum return from your marketing resources.** ## [What is Customer Discovery? And Why You Should Care?](https://www.marketwithagility.com/blog/what-is-customer-discovery-and-why-you-should-care) 10/28/2019 [0 Comments](https://www.marketwithagility.com/blog/what-is-customer-discovery-and-why-you-should-care#comments)   ![What is Customer Discovery? And Why You Should Care?](https://www.marketwithagility.com/hubfs/Imported_Blog_Media/no-market-need-cb-insignts-2.png) ## ***Addressing The #1 Reason Startups Fail – The Case for Customer Discovery*** *According to [CB Insights](https://www.cbinsights.com/research/startup-failure-reasons-top/?utm_source=CB+Insights+Newsletter&utm_campaign=db99525228-TuesNL_10_31_2017&utm_medium=email&utm_term=0_9dc0513989-db99525228-87481961)* *, 70% of startup tech companies fail, after raising financing and the #1 reason is No Market Need; Tackling problems that are interesting to solve rather than those that serve a market need was cited as the top reason for failure and at 42%, it dwarfs all other factors.  So, as they say, an ounce of prevention is worth a pound of cure. In this case, you need a pound of prevention in discovering who your customers are and why they would want your product. * Steve Blank and Eric Ries created  *The Lean Startup* movement and popularized the minimum viable product (MVP), which has become foundational for startups and mature companies alike; however, far too often, the MVP is a solution in... [Read More](https://www.marketwithagility.com/blog/what-is-customer-discovery-and-why-you-should-care) [0 Comments](https://www.marketwithagility.com/blog/what-is-customer-discovery-and-why-you-should-care#comments-listing) ### CATEGORIES - [All](https://www.marketwithagility.com/blog) - [Buyer's Journey](https://www.marketwithagility.com/blog/tag/buyers-journey) - [Content Development](https://www.marketwithagility.com/blog/tag/content-development) - [Sales Enablement](https://www.marketwithagility.com/blog/tag/sales-enablement) - [Inbound Marketing](https://www.marketwithagility.com/blog/tag/inbound-marketing) - [Challenge Selling](https://www.marketwithagility.com/blog/tag/challenge-selling) - [Customer Discovery](https://www.marketwithagility.com/blog/tag/customer-discovery) - [Lean Startup](https://www.marketwithagility.com/blog/tag/lean-startup) - [Product Positioning](https://www.marketwithagility.com/blog/tag/product-positioning) - [Startups](https://www.marketwithagility.com/blog/tag/startups) **Agile Product Marketing Group 14 Spring Street Waltham, MA 02451   +1 .862. 245. 1697** © Agile Product Marketing Group | All Rights Reserved