Customers buy products that solve painful problems they have, products that will save them money, time and/or resources. But often, customers will propose solutions without clearly stating the underlying problem. Other times, they do not even realise the problems they have. They have gotten used to the current inefficient way of doing things because they cannot think of another way. Exceptional companies discover these unmet customer needs or unsolved customer problems, deeply understand them and then create breakthrough products resulting in creation of new markets or vaulting to market leadership in existing markets. As representatives of the Voice of the Customer, it is the responsibility of a product manager to discover such unmet customer needs. This webinar will cover the tried and true, practical techniques that exceptional product managers use to discover such needs and pitfalls to avoid.