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Product Discovery Fundamentals

1 Week


Cohort-based Course

Learn the practical techniques and key principles of discovery in a hands-on 2 week workshop.

Hosted by

Justin Williams

Creator of Cake Insure. 10+ years coaching product discovery.

Course overview

Build products customers love with proven techniques & tools

A 2-week workshop-style course to teach you the frameworks and techniques to identify and validate product ideas so you can build with confidence.

Who is this course for


You’re new to Product or Design.

You want to learn the practical techniques that PMs and designers use to figure out what to build


You’re an established PM or Designer.

You execute like a beast but want to expand your discovery skill set and get to the next level.


The transitioning PM.

You're transitioning into the PM role and want to outperform your peers from day one.


The product-curious engineer.

You want hands-on experience with PM discovery work before taking the plunge.

What you can expect out of this course

How to test and validate new ideas

You'll learn the techniques to validate your product or feature idea by testing it in the wild with customers.

The right way to talk to customers

If you're building a product, you need to talk to customers. But most customer interviews are a waste of time. Jobs-to-be-Done (JTBD) is a methodology that ensures you leave with insights and ideas.

How to build product sense.

We learn product sense by getting reps in discovery. Deliberate practice and experimentation will improve your product intuition and predictive powers.

Have bolder, more exciting product & feature ideas

We'll learn a set of creative techniques for coming up with new product ideas from starch.

Find more joy in your work

Find yourself spending hours in grooming and planning sessions that feel like a battle? Product Discovery is the answer. You’ll inspire your team by bringing them real insights and aligning around a solution you have confidence in.


        Justin was a fantastic coach for my PM Fundamentals course, and the students really appreciated his expertise and guidance. They particularly enjoyed his engaging and interactive teaching style, and many of them personally thanked him for his help.
Lenny Rachitsky

Lenny Rachitsky

300K+ subscribers to Lenny’s Newsletter.
        Justin is an experienced product leader that leads with curiosity to discover the best solution through research and experimentation. Anyone working in product would be lucky to learn from him!
Becky Pierson

Becky Pierson

Head of Product @ bossbabe, Teaches UX Design @ GA
        Justin has coached and taught me so much more than I could've hoped. I am so grateful for the community & camaraderie that he fosters!
Vivian Killin

Vivian Killin

Sr. Product Manager
        I highly recommend Justin as an instructor for anyone interested in learning about product discovery. He's knowledgeable and engaging, and I've learned and improved a tremendous amount while working with him.
Nicole Arocha

Nicole Arocha

Sr. Product Designer
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Product Discovery Fundamentals

Meet your instructor

Justin Williams

Justin Williams

I am a product manager, designer, and builder who is passionate about discovery and how to consistently create products that help other humans.

I founded Cake Insure, an easy way to buy workers' compensation insurance online, which made almost $2 million in its first year and had a net promoter score of 76.

I introduced modern product discovery practices at DaVita Kidney Care, which allowed us to turn around a product that had a net promoter score of -65 and achieve market-leading customer satisfaction.

I have also assisted Lenny Rachitsky in coaching his product management fundamentals cohorts.

I created this course to help others navigate the product discovery process with the methods and techniques that I wish I had known from the start.

You can learn more about me on my website.

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Course syllabus


Discovery process and frameworks

You’ll learn the fundamental concepts and principles of discovery through stories, frameworks, and hands-on exercises.

I’ll walk you through an actual project and how I went from problem to solution using the discovery process.

Last but not least, we’ll discuss the value of mindset and how it plays a massive role in discovery success.


Generating ideas

In product, everything starts with ideas - but how do we consistently come up with new, original ideas?

This session covers how to generate and evaluate product and feature ideas using a variety of techniques. We’ll do a group exercise where we pull out insights from a customer interview and then practice going from insight -> idea.


Testing for Demand

We'll learn how to test ideas to determine their potential demand and viability.

We'll conclude with a group exercise in which you will create a demand test for a hypothetical product.


Validating Solutions

Once we have ideas for solving the problem at hand… how do we know if we should build it? This lesson will teach you methods to help determine if your solution is worth building.

You’ll learn practical techniques to quickly test your ideas in the wild with customers.

Course schedule

3 hours/week for 2-weeks
  • Tuesday January 24th, 2023

    4:00pm - 5:30pm PST

    Intro to discovery workshop

  • Thursday January 26th

    4:00 - 5:30 PST

    Generating ideas workshop

  • Tuesday, January 31st

    4:00 - 5:30 PST

    Testing for demand workshop

  • Thursday, February 2nd

    4:00 - 5:30 PST

    Validating solutions workshop

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Frequently Asked Questions

What happens if I can’t make a live session?
I work full-time, what is the expected time commitment?
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Learning is better with cohorts

Learning is better with cohorts

Active learning, not passive watching

This course builds on live workshops and hands-on projects

Interactive and project-based

You’ll be interacting with other learners through breakout rooms and project teams

Learn with a cohort of peers

Join a community of like-minded people who want to learn and grow alongside you

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Product Discovery Fundamentals

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