Most product teams treat discovery as their own practice. They talk to users, map needs and workflows, and build conviction around what to build. Meanwhile, sales runs a parallel process: talking to buyers, learning about budgets, priorities, and willingness to pay. Both functions are doing discovery, but they rarely share what they learn. The result is not a broken process. It is a split one.
At Gathering #12, hosted at Yuki HQ in Antwerpen, Jeroen Van Loock shared how this split played out across three very different company stages: a startup, a scale-up, and a brand-new venture. His career took him from EY through co-founding Loctax, then leading product at TechWolf, and most recently co-founding Homy. Each stage taught him something different about what happens when product and sales start discovering together instead of apart.
