01 / The issue
Why this decision deserves attention.
The founder began with a familiar B2B SaaS assumption: customers would value stronger analytics, forecasts and dashboards.
Across multiple conversations, potential users described a different job. They were already overwhelmed by information and wanted to know what needed attention, what had changed and what action to take that day.
That is not a request for a prettier reporting layer. It is a shift from information delivery to decision support—and it changes the product, homepage promise and onboarding flow.
02 / The principle
What the evidence tells us.
Feature requests are often a proxy for a job the customer cannot yet name. The research task is to find the repeated situation, current workaround and consequence—not to count how many people say they like a proposed feature.
03 / The decision
What to change in the way you work.
- 01
Reframe the product promise around a decision or outcome, not the dashboard category.
- 02
Prototype the daily recommendation manually before rebuilding the product.
- 03
Test whether the recommendation changes a real action; if it does not, it is still reporting.
04 / How Ten Million helps
Research & validation
For a product at this stage, we turn the lesson into concrete working material:
- A focused interview guide built around past behavior
- Recruiting criteria and a list of interview targets
- A pattern map of pains, workarounds and buying triggers
- A recommendation on what to build, remove or test next
05 / Builder playbook
What to do this week.
- 01
Choose one risky assumption, such as who feels the problem most or what they do today.
- 02
Run five conversations with people who recently experienced that situation.
- 03
Capture exact phrases, existing tools, frequency and the cost of doing nothing.
- 04
Turn the strongest pattern into a manual prototype and ask for a real commitment.