Many startups fail for the simple reason that founders build a product based on what they want, not on what customers actually want. DISCOVER is an applied education program that teaches entrepreneurs how to interview customers to learn their frustrations, aspirations, and motivations for buying products and services. Participants will leave the course having a better understanding of their customers and can pivot their business to make it more likely to succeed.

“Having my feet held to the fire has been great. I was ready to launch something which surely would have flopped because I haven’t done the research.” – Tristan Zastrow

“I would highly recommend the Discover program to anyone considering starting a company in Calgary. It was a great way to field test your idea.” – Mike Webster


  • 80+ startups
  • 200+ customers interviewed

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