Start with Why in Product Management: Applying Sinek's Framework
Why Start with Why in Product Management
In Start with Why, Simon Sinek explains that great leaders and organizations start with why—their purpose, cause, or belief—before explaining how and what. For product managers, applying this framework can transform how products are conceived, developed, and communicated.
The Product Management Challenge
Product managers often focus on what (features, products) and how (processes, methods) but struggle to articulate why their product exists. Starting with why provides clarity, direction, and a foundation for all product decisions.
Applying the Golden Circle to Product Management
Why: Product Purpose
Your product's Why is the purpose it serves, the problem it solves, or the change it enables. It's not about features or functionality—it's about the impact on users' lives.
How: Product Strategy
Your product's How is the unique approach, values, and principles that guide how you deliver on your Why. This includes your product strategy, design principles, and development approach.
What: Product Features
Your product's What is the features, functionality, and capabilities you deliver. These are the tangible manifestations of your Why.
Starting with Why in Product Strategy
Product Vision
Your product vision should start with Why. Instead of "We will build a project management tool," consider "We will help teams achieve their goals by making collaboration effortless." The Why provides the foundation for all product decisions.
Roadmap Planning
When planning your roadmap, start with Why. Ask: "What features will best serve our product's purpose?" This ensures that every feature on your roadmap aligns with your Why.
Prioritization
Use your Why as a prioritization filter. Features that better serve your Why should be prioritized higher. This helps avoid feature bloat and keeps the product focused on its purpose.
Communicating with Why
Stakeholder Presentations
When presenting to stakeholders, start with Why. Lead with the purpose and impact, then explain how you'll achieve it, and finally describe what you'll build. This approach inspires support and alignment.
User Research
In user research, focus on understanding users' Whys. What problems are they trying to solve? What goals are they trying to achieve? Understanding users' purposes helps you build products that truly serve them.
Marketing and Messaging
Product messaging should start with Why. Instead of leading with features, lead with the purpose your product serves and the impact it has on users' lives.
Building Products That Start with Why
User-Centered Design
Products that start with Why are inherently user-centered. They're designed to serve a purpose, solve a problem, or enable a change—not just to include features.
Feature Decisions
Every feature decision should be evaluated against your Why. Ask: "Does this feature serve our product's purpose?" If not, reconsider whether it belongs in the product.
User Experience
The user experience should reflect and reinforce your Why. Every interaction should communicate your product's purpose and make it easy for users to achieve their goals.
Best Practices
- Define Your Product Why: Clearly articulate why your product exists
- Communicate from Inside Out: Start presentations and documentation with Why
- Use Why as a Filter: Evaluate all decisions against your Why
- Align Features with Why: Ensure every feature serves your product's purpose
- Measure Impact, Not Just Usage: Track how well you're serving your Why
- Revisit Your Why: Regularly reflect on whether your Why is still relevant
- Share Your Why: Ensure the entire team understands and can articulate the Why
Common Mistakes
- Feature-First Thinking: Starting with features instead of purpose
- Unclear Why: Not having a clear understanding of product purpose
- Inconsistent Communication: Not consistently starting with Why
- Ignoring Why in Decisions: Making decisions that don't align with Why
- Forgetting the User: Focusing on product Why without considering user Why
Examples from Start with Why
Apple's Product Strategy
Apple's products start with Why: "Challenge the status quo and think differently." This Why guides all product decisions, from design to features to marketing. Apple doesn't just sell products—they sell a belief system.
Southwest Airlines
Southwest's Why is to "democratize air travel." This purpose guides everything from pricing to service to route selection. Every decision serves this Why.
Measuring Success
Beyond Metrics
While metrics are important, products that start with Why should measure success in terms of impact and purpose, not just usage or revenue. Are you achieving your Why? Are you making the intended impact?
User Stories
Collect stories of how your product has helped users achieve their goals. These stories demonstrate that you're serving your Why and can inspire the team.
Conclusion
Starting with Why transforms product management from feature delivery to purpose-driven product development. As Simon Sinek explains in Start with Why, products that start with purpose create deeper connections with users and build lasting loyalty. By applying the Golden Circle framework to product management, product managers can create products that truly matter and inspire users.
Reference
Sinek, S. (2009). Start with Why: How Great Leaders Inspire Everyone to Take Action. Portfolio/Penguin.