Product Discovery - The Think It Phase

The think it phase is really about delaying the operational cost that comes with building any product to production. And so in the think it phase, the types of things you're doing are research and problem validation. During the build it phase, that's when you really have to get into things like architecture or high quality UX. Those are all questions that we really try to punt to the phase after which we're fairly certain that we found new value.