Product failure rates are massive. How massive? According to Clayton Christensen, former Harvard Business School professor, 95% of new products fail. If you’re an Agile product manager, engineer or leader, this is of obvious concern for both the success of your organization and, frankly, your career. So why do new products fail? The reasons are varied and legion, ranging from a lack of a real business opportunity to relevant business capabilities. One cause, however, may trump all: the failure of product owners/managers and engineers to identify their "real" customers as well as understand and co-create solutions that address their needs. If you are a product manager, owner or engineer who focuses on launching new products and features, or specializes in innovation, then this session is for you. You will discover how to explore your customers' unique problems through the use of the double diamond model with divergent and convergent thinking and then dive deep into market segmentation to find opportunities. You will learn about the power of personas, how to use journey mapping to find those "make or break" moments of emotional truth and pair them with empathy maps to walk in your customer's shoes. You will discover the potent SCAMPER (Substitute, Combine, Adjust, Modify, Put to Other Uses, Eliminate and Reverse) model to come up with innovative solutions and prototypes, and uncover ways to run experiments using story maps and pirate metrics (AARRR!) to pressure test your ideas and run your concepts through the Real, Win, Worth It framework before making committed and long term investments.