How to Ensure You Don’t Waste Millions on B2B SaaS Products Customers Don't Want
Before committing €1M+ to your next product initiative, hear me out:
Did you know you could discover how your assumptions about customer needs match reality in just 4 weeks?
B2B SaaS companies often discover they misunderstood customer needs 12-18 months into development after burning through their budget and credibility.
I help product executives validate their product strategy through systematic customer problem discovery – so you can build the right solution from the start, not after years of costly iteration.
Take RELEX that faced a challenge: strong market demand for retail assortment planning software, but all existing vendors had built expensive shelfware.
Through systematic customer problem discovery, RELEX understood why competitors failed, then built the right product with just 3-4 people. No years of iteration. No costly pivots. In the first year, they signed five customers and were on track to expanding to 20+ globally.
Get clarity on your product challenge:
Book a 30-minute exploration call. If your situation fits, we'll schedule a FREE 90-minute Product Strategy Session to work through your specific product challenge.
Book Exploration Call
The Hidden Risk
Why Smart Product Teams Build the Wrong Things
You have validated market demand. Gathered feature ideas. Analysed competitors. Your team is ready to build.
But you might be wondering: What if our assumptions are wrong?
What if those feature ideas don't reflect the real customer problems? What if there's complexity we are not seeing that will derail us 12 months in?
The Real Issue
The problem isn't lack of customer research. Most smart product teams talk to customers extensively.
The problem is confusing pain points and feature requests with actual customer problems.
When You Build on Feature Ideas Instead of Understanding Problems, You End Up:
Building products that require extensive customisation
Instead of scalable products
Spending 18-24 months iterating to find Product-Market Fit
And still keep looking
Burning €1-3M investment
Before discovering your approach was fundamentally wrong
Watching competitors win
Despite your superior technology
Losing credibility with your board
Making the next initiative harder to secure
Why This Keeps Happening?
Companies build based on three types of inputs: customer feature requests, internal ideas, and competitor features.
All three can lead you astray.
✗ Customer feature requests
Sound promising because they come from real users. But features are solutions, not problems. A customer asking for "a dashboard" hasn't told you what problem they are trying to solve. When you build what's requested, you often solve the problem suboptimally, solve only a part of it, or solve a wrong problem entirely.
✗ Internal ideas and competitor copying
Are even riskier. They may not address any real customer problem at all. Your team thinks "this would be cool" or "competitor X has this feature, so should we." But without understanding the underlying problem, you are guessing.
✗ The result
Products that address symptoms instead of root causes, or solve fragments of problems rather than complete needs, or just fail entirely. Your backlog fills with features that don't deliver the value you expected.

Meanwhile, the actual customer problems remain stable and discoverable. But discovering them requires a systematic approach that goes beyond collecting feature ideas and pain points.
"A solution can only be as good as your understanding of the problem you're addressing.
This is non-controversial. Like an irrefutable fact."
—Paul Adams, Chief Product Officer, Intercom

The companies that win aren't the ones with the best technology.
They are the ones who deeply understand customer problems before building the solution.
The Solution
There's a Better Way: Systematic Problem Discovery
Instead of iterating toward the right solution, discover the complete customer problem space first. Then build the right product with right scope directly, based on deep understanding rather than educated guesses.
My novel approach, Deductive Innovation, systematically distinguishes customer problems from solutions, pain points, and feature requests. It maps the complete problem space and reveals interconnections and dependencies that surface-level research misses.
Why This Works
Customer problems, properly understood, are remarkably stable.
They provide a lasting foundation for product strategy that survives technology changes and market shifts.
When you understand problems at this level, you can:
Evaluate solution ideas objectively
Before building them
Distinguish common customer problems
Scalable product opportunities from customer-specific needs (customisation traps)
Build with confidence
Knowing you are solving real problems, not symptoms
Avoid years of iteration
That burns resources and delays Product-Market Fit
The result: You build products customers immediately recognise as superior. Not through luck or endless iteration, but through systematic understanding.
If this approach make sense to you:
For proof that this works, keep reading ↓
Case Study
How RELEX Built a Successful Product While Competitors Failed
RELEX Solutions helps retailers, manufacturers, and consumer goods companies optimise demand forecasting, replenishment, merchandising, pricing and promotions, supply chain operations, and production planning. Founded in Finland in 2005, RELEX is a global company with over €300M in revenue, growing 25+% annually, and more than 2300 employees in 21 countries.
The Situation
RELEX Solutions identified a significant product opportunity: retail assortment management software.
The market had strong demand. Customers clearly felt pain. Multiple competitors were already selling their software in the space. Without an assortment management product, RELEX was losing competitive bids.
The Challenge
However, all incumbents had built expensive shelfware: products customers licensed but didn't actually use.
Why were established vendors failing despite obvious demand?
They addressed fragments of the problem without understanding the complete picture. They built based on feature ideas, not systematic problem discovery.
The Approach
RELEX didn’t want to waste millions on a product customers wouldn’t use.
Before defining their solution, RELEX invested 6 months in comprehensive customer problem discovery using Deductive Innovation.
Systematic discovery across multiple retailers revealed the interconnected problem space that competitors had missed, including both mathematical optimisation challenges and human decision-making needs.
The Results
3-4
Developers
Small team built successful product from the start
5
Customers
Signed within first year, several in production use
20+
Global expansion
On track to expanding to 20+ customers globally

No years of iteration. No expensive pivots. Just the right product.
Testimonials
What Made the Difference?
"The insights and results from Antti's product discovery and concept design work helped us find the right approach. We have successfully built a marketable product that has generated significant interest."
— Tommi Ylinen, Chief Product Officer
"The discovery introduced new ideas and challenged my assumptions as to what should be included for a successful solution. It informed me about areas I hadn't considered."
— Sam Welton, VP of Product
We achieved a clear mutual understanding of the assortment challenge. Some of Antti's illustrations triggered real 'light bulb moments,' which provided valuable context we were missing.
— Jay Hawkins, Head of Product
"The discovery work made my job as a product manager significantly easier.
We had a clear and refined vision on how to move forward."
— Jussi Niemi, Product Manager
RELEX succeeded because they understood customer problems completely before building, while competitors guessed and iterated.
Want to hear the story directly from RELEX's Chief Product Officer? Read on ↓
In Their Own Words
Tommi Ylinen, Chief Product Officer
The Story From RELEX's
Chief Product Officer
The challenges, decisions, and results of systematic problem discovery, in their own words.
Challenge
"Assortment management is retail's Holy Grail: every retailer wishes someone could tell them what the perfect assortment is. At RELEX, we had a micro space solution in our Space & Assortment product area, but without a dedicated assortment management product, we were losing competitive bids. While market demand existed, our experience and competitors' struggles showed that it was difficult to build a successful product in this space."
Goal
"When our team wanted to move forward with assortment management, we had doubts about the business potential and the right approach. We didn't want to just pour money into building a product in an area where no one had succeeded before. We wanted to reduce risks and find the best way forward."
Results
"The insights and results from Antti's product discovery and concept design work helped us find the right approach. Even though we've proceeded with a small team of just 3-4 people, the results have been surprisingly good. We have successfully built a marketable product that has generated significant interest and that we are excited about. We already have 4-5 customers, some in pilot or production phase, and our pipeline includes promising cases like a multi-billion euro grocery retailer."
Impact & Future
"Closing these deals will demonstrate our ability to sell assortment management as a standalone product to our sweet spot customers and compete in the Space & Assortment area with a comprehensive solution."
— Tommi Ylinen, Chief Product Officer
"Antti's work was a real cornerstone of our progress in the area, as it was a direct line from his work into development. We now have five customers, and we are planning rapid expansion to roughly 20 customers globally by the end of next year."
— Sam Welton, VP of Product, Space & Assortment
Read the complete RELEX case study here.
Services
Three Ways to Work With Me
Choose Your Starting Point:
1
Customer Problem Foundations Workshop
For: Product teams wanting to learn systematic problem discovery
Timeline: 1-2 days
What you get:
  • Workshop with customised agenda based on 3 preliminary interviews with your team
  • Framework for distinguishing customer problems from solutions and pain points
  • Team alignment on how to approach customer problem discovery
  • Applied to your actual product challenges
  • Practical tools your team can use immediately
Best when: You want your product team to develop systematic problem discovery capabilities, regardless of what stage your products are at.
2
Product Opportunity Assessment Sprint ★
For: Product executives evaluating a significant new product initiative
Timeline: 4 weeks
What you get:
  • Validation of your core assumptions with real target customers
  • Identification of any critical gaps in your current understanding
  • Scope map of customer problem space
  • Clear evidence-based recommendation: Proceed / Dig Deeper / Pivot / Stop
  • If Dig Deeper or Pivot: Scope for comprehensive discovery
  • If Stop: Why and what would need to change
The process:
  • Weeks 1-2: Document your current assumptions, interview internal stakeholders
  • Weeks 2-3: Structured discovery sessions with 2-3 of your target customers
  • Weeks 3-4: Analysis, gap identification, and strategic recommendation
Best when: You are deciding whether to commit €500K+ to building, and need confidence in your strategy before major investment.
3
Complete Customer Problem Discovery
For: Companies committed to getting a major product initiative right from the start
Timeline: typically 2-6 months
What you get:
  • Complete map of customer problem space
  • Clear distinction between common problems and customer-specific needs
  • Foundation to build optimal solution directly without years of iteration
  • Documentation that becomes a lasting strategic asset
The process:
  • Phase 1: Internal knowledge audit
  • Phase 2: Customer discovery across 3-8 target customers
  • Phase 3: Problem space mapping and analysis
  • Phase 4: Strategic handoff and knowledge transfer
Best when: You are committed to building something significant and want deep problem understanding first.
Evaluate the Fit
Is This Approach Right for You?
This is for you if:
✓ You are a product executive at a B2B SaaS company
✓ You are evaluating a significant new product initiative (€500K+ development investment)
✓ You have access to target customers willing to participate in discovery
✓ You are willing to adjust plans based on what discovery reveals
✓ You want to build the right product from the start, not iterate for years
This probably isn't for you if:
✗ You are already committed to a solution and just want confirmation
✗ You must start software development in the next 1-2 months regardless of discovery results
✗ You can't provide access to target customers for research
✗ Your total development budget is under €300K
✗ You prefer to "move fast and iterate" rather than understand deeply first
Still not sure?
Book a 30-minute exploration call. We will discuss your situation and I will tell you if this approach would make sense for you, even if that means recommending something else.
About
Antti Latva-Koivisto
I help B2B SaaS product executives discover what customers actually need so they can build successful products directly without years of costly iteration.
Background
Over 20 years in B2B software product development, I've seen too many companies waste millions building products based on feature requests, customer pain points and internal ideas only to discover they misunderstood the real customer problems.
Through work at B2B software companies like Comptel and consulting engagements with companies like RELEX Solutions, I have developed a systematic methodology, Deductive Innovation, that distinguishes customer problems from solutions.
This approach enables teams to build optimal products directly, without the expensive trial-and-error that typically plagues B2B product development.
Experience Across Industries
I have applied systematic problem discovery in diverse domains like:
Retail planning
Software development
Manufacturing
Finance
Telecommunications
Business process automation
Construction
The methodology is domain-agnostic by design. I learn systematically rather than requiring pre-existing domain expertise.
Beyond Consulting
I write the "Deductive Innovation Insights", a newsletter for B2B SaaS product leaders where I explore systematic approaches to customer problem discovery and product strategy.
I'm also the author of "The Secrets of Gaining an Unfair Advantage for B2B SaaS Products", a report based on my interviews with 31 B2B SaaS executives and founders about their experiences creating successful products.
Get Started
Ready to Validate Your Product Strategy?
The Process
Step 1: Book an exploration call (30 minutes, no cost)
We will discuss your product opportunity and current situation. I will assess whether this approach makes sense for you. Three possible outcomes:
  • Free Product Strategy Session: If you have a specific challenge, we'll schedule a 90-minute deep-dive session.
  • Service discussion: If you're ready to proceed, we'll discuss Workshop, Opportunity Assessment, or Full Discovery.
  • Alternative direction: If this isn't the right fit, I'll suggest other approaches.
Step 2: Strategy deep dive or scope engagement
  • If free strategy session: We'll work through your product challenge systematically. Any next steps we'll discuss afterward.
  • If ready to engage: Choose the right service (Customer Problem Foundations Workshop, Product Opportunity Assessment, or Comprehensive Problem Discovery). Define timeline and deliverables. Set clear expectations.
Step 3: Start discovery
You will see the discovery methodology in action, get concrete insights about your customer problems, and make better product decisions with confidence.

Current Availability
I take on one engagement at a time to give each client my complete focus.
Next available start date: December 2025
Multiple Ways to Reach Me
Prefer to start with a conversation?
Have questions first?
✉️ Email me
Want to learn more first?
📄 Download: "The Secrets of Gaining an Unfair Advantage for B2B SaaS Products"
FREE Strategy Session
Get Strategic Clarity on Your Product Challenge
Many product executives find themselves evaluating significant initiatives without a clear framework for the decision. The Product Strategy Session gives you that framework.
How It Works
Step 1:
Exploration Call
30 minutes
We'll discuss your product challenge, what decision you're facing, and whether systematic discovery applies to your situation.
If it's not a fit, I'll tell you honestly and suggest alternative approaches.
Step 2:
Free Product Strategy Session
90 minutes
Before the session, you'll complete a brief questionnaire (10 minutes) about your specific challenge.
During the session, we will discuss:
  • Your product situation and the decision you are facing
  • Patterns that indicate opportunity or risk
  • Assessment against four critical factors for product success
  • Whether systematic discovery fits your context
  • Clear framework for thinking about your decision
What You'll Gain
A new perspective on your challenge. A framework for systematic thinking. Clarity on what kind of product discovery fits your situation.

What this isn't: A sales pitch disguised as consultation. If systematic discovery doesn't fit, I'll tell you. Many product leaders find value in a conversation even when we don't engage further.
Who This Session Is For
Best fit:
✓ Evaluating specific initiative (€500K+ investment)
✓ Facing build/no-build or scope decision
✓ Want outside perspective on B2B products
✓ Willing to share details openly
Not right if:
✗ General curiosity (read my newsletter)
✗ Want tactical how-to (that's what engagements deliver)
✗ Already certain what to build
How to Reserve Your Free Strategy Session
During this call, we'll determine if a 90-minute Product Strategy Session would be valuable for your specific situation.
FAQ
Questions Product Leaders Frequently Ask Me
How is this different from regular user research?
Traditional discovery collects feature requests and pain points. Deductive Innovation systematically distinguishes actual customer problems from symptoms and solutions. This reveals the complete problem space that feature requests never expose, which enables you to build optimal solutions directly rather than iterate for years.
What if we have already done extensive customer research?
That's helpful foundation work. This approach stress-tests whether that research uncovered actual customer problems or just surface-level symptoms. Many companies discover that their extensive research was unfortunately asking the wrong questions.
Can't our product team do this discovery themselves?
They can do customer research, yes. What's difficult without the Deductive Innovation framework is distinguishing customer problems from obvious pain points, solutions from underlying problems, common patterns from customer-specific quirks, and root causes from symptoms. Also, I'm objective. I have no internal biases about what you should build.
How do I know if you'll understand our domain?
The methodology is domain-agnostic. In preparation, your internal experts educate me about your industry. If after initial interviews I don't think I can grasp enough within the timeline, I'll tell you honestly and we'll cancel. I won't take your money if I can't deliver value.
What happens after Product Opportunity Assessment?
You get a clear assessment with one of these recommendations:
  • Proceed with confidence: Your understanding is solid and the opportunity is worth pursuing
  • Proceed with deeper discovery: The opportunity is valid but has gaps worth exploring further
  • Pivot your approach: The opportunity exists but in a different form than expected
  • Stop or delay: The opportunity isn't ready, and here's what would need to change
If the recommendation is to proceed, you will have a complete scope map for comprehensive discovery and can decide whether to continue working with me or apply the findings with your own team.
Do you work remotely or onsite?
Both. Most discovery can be done remotely via video calls. For some engagements, especially Full Discovery, onsite sessions can be valuable or even essential. We will discuss what makes sense for your situation.
What if the market changes during a longer engagement?
Customer problems change slowly. The situations your customers face and outcomes they need persist even as technologies evolve and markets change. That's why problem understanding has lasting strategic value. It remains valid through multiple solution iterations.
Do you have questions I didn’t answer here?