What Not How

Why "What Not How" is Important in Product Management

The "What Not How" principle is crucial in product management as it allows for more innovative solutions and better collaboration between product managers and development teams. By focusing on the desired outcome rather than prescribing specific solutions, product managers can:

1. Encourage creativity and innovation from the development team
2. Avoid limiting potential solutions to preconceived ideas
3. Ensure that the product solves the right problem for users
4. Adapt more easily to changing technologies and market conditions

How to Apply "What Not How" in Product Development

Implementing the "What Not How" approach in product development involves several key steps:

1. Clearly define the problem or desired outcome
2. Communicate the vision and goals to the development team
3. Provide context and user insights rather than specific implementation details
4. Trust the expertise of the development team to find the best solution
5. Focus on measuring results and outcomes rather than specific features

Examples of "What Not How" in Action

1. Instead of specifying "Add a login button to the top right corner," a product manager might say, "Ensure users can easily access their account information from any page."

2. Rather than dictating "Use a NoSQL database for user profiles," the requirement could be "Implement a scalable solution for storing and retrieving user data quickly."

3. Instead of "Create a chatbot for customer support," the goal might be "Reduce customer support response times by 50% while maintaining high satisfaction rates."

Frequently Asked Questions

• What is the main benefit of using "What Not How" in product management?: The main benefit is that it allows for more innovative solutions by empowering the development team to use their expertise in finding the best way to solve a problem or achieve a desired outcome.

• Does "What Not How" mean product managers shouldn't have technical knowledge?: No, technical knowledge is still valuable for product managers. The principle suggests using that knowledge to better understand and communicate desired outcomes rather than prescribing specific technical solutions.

• How can I ensure the development team understands the "what" without specifying the "how"?: Focus on clearly communicating the problem to be solved, the desired outcome, and relevant user insights. Provide context and be available for questions and clarifications throughout the development process.

• Is "What Not How" applicable to all types of products and industries?: While the principle is widely applicable, the degree to which it can be implemented may vary depending on the specific industry, regulatory requirements, or technical constraints of a project.