The What, The How, and The Why: A Product Manager’s Guide

Understanding the “Why”: The Missing Key to Success

If you’re a product manager, you might have heard the differentiation between the “What” and the “How” of the solution, especially in technology product management. This distinction is critical in bettering the chances of success in a project. However, it is oftentimes harder to get this right than it seems. A lot of experienced product managers still can’t draw a line between the two. Why? Well, that’s because describing the “What” in terms of the “How” is so easy.

What is the “What”?

The “What” is the problem space. It defines the challenge or pain point that your product aims to solve. It’s all about understanding the user’s needs, the market, and why the problem exists.

What is the “How”?

The “How” is the solution space. It includes the methods, features, and designs that address the problem. It’s how your team plans to solve the “What” you’ve defined.

The issue arises when product teams confuse the two, which can hinder the development process and affect the overall project success.

The Modern Challenge: A Blurred Line Between the What and How

This confusion often occurs because teams are so deep into the problem-solving process that they sometimes lose sight of the problem itself. For example, I once reviewed a Go-To-Market plan from a company, and while the plan had strong contextual details and well-developed buyer personas, it was impossible to distinguish the problem they were solving from the solution they proposed. The team described the “What” using wireframes, which are inherently part of the “How” (the solution). Without clearly defining the problem and the underlying pain points, the plan lacked the clarity needed to effectively engage stakeholders or gain buy-in from customers.

The Importance of the “Why”

The key to success is answering the “Why.” Why does this problem matter? Why does it matter to the user persona? Answering these questions ensures that the focus stays on solving a genuine problem, not just delivering a solution.

If you find yourself slipping into the “How” too quickly, take a step back and ask yourself these three questions:

1. What is the problem?
2. What are the reasons for the problem?
3. Why does it matter that we solve this problem?

These questions keep you grounded in the “What” and help you articulate the problem and solution more effectively. It’s important to note that if your response includes wireframes or technical features, you’re likely describing the “How.” The “What” needs to be articulated clearly and without getting into the solution until later in the process.

Modern Tools to Help Distinguish the What and the How

Today’s product teams have a range of tools at their disposal to help manage and clarify the distinction between the “What” and the “How.” Agile frameworks, for example, are an excellent way to separate these aspects of the product lifecycle:

• User Stories
  Agile teams often use user stories to define the “What” (problem) in terms that are easily understood by both technical and non-technical stakeholders.
• Jira, Trello, and Asana
  These tools allow product teams to map out project requirements (What) separately from the development tasks (How), ensuring both clarity and focus at each stage.
• Wireframing Tools (e.g., Figma, Sketch)
  While wireframes are part of the “How,” using them as part of a broader solution design process ensures that the “What” has already been properly defined.

How to Avoid Confusing the What with the How

To avoid this confusion, it’s important to build a culture of clarity and discipline in your product team. Here are a few tips for staying focused on the “What”:

• Stay User-Centered
  Continuously ask questions about the user experience and make sure your team answers them in terms of pain points and solutions, not just technical features.
• Use Lean or Agile Methodologies
  These frameworks help teams prioritize what matters—solving the user’s problem—before jumping into designing or building the solution.
• Document Thoroughly
  In addition to user stories, create detailed problem statements and personas. Ensure everyone involved can articulate the problem clearly before moving to the “How.”

Wrapping-Up: Final Thoughts from Our Experts

To reiterate, the success of any product depends on a clear understanding of the “What” and the “How”. The more disciplined one is in defining and articulating the problem clearly and addressing the “Why” behind it, the higher the likelihood that one develops a product that truly meets user needs.

Remember, the “What” should drive the “How,” not the other way around. Understand your user’s pain points, ask the right questions, and ensure your solution is truly serving their needs. The modern product management frameworks and tools can guide you through this process in a crystal-clear manner to ensure that your team and users are on the same page.

Stop letting technical complexities slow your product down – we are here to turn your big ideas into seamless, scalable solutions – without losing sight of what truly matters.