The Power of WHY

??Welcome to WHY before HOW??

If you are reading this, I’m thrilled you have joined me on this weekly newsletter where we will research, question, challenge and learn more on the dynamics of WHY and HOW in building meaningful solutions.

Disclaimer 01: I’m not a thought leader, an expert, or a guru. While I’ve been in the industry for quite some time, this newsletter isn’t about preaching. It’s a space for sharing ideas, starting constructive conversations, and welcoming contributions from anyone who wants to explore these topics alongside me.

Disclaimer 02: Make sure to consider the questions at the end of the article. It would be great to hear from you :)

With these out of the way, let’s start with the first topic: The Power of WHY.

The Importance of Asking Why

At first glance, it might seem obvious to ask "Why" before "How," right? Yet, in practice, this essential step is often overlooked.

Our brains are wired to process information quickly, allowing us to react almost automatically in familiar situations. These automatic responses, like reflexes or habits, don’t require deep thought.

However, when we face more complex situations—those with higher risks, unfamiliar challenges, or paradoxes—our brain shifts gears. We evaluate the "Why" before deciding on the "How."

In others words, we naturally ask "Why" when we need clarity, when the stakes are high, or when the path forward is unclear.

How does this translate into the product world where the stakes are usually quite high? How often do we truly ask "Why" questions?

The Why in Product

Over the years, I’ve been in many rooms with stakeholders, armed with their own ideas, opinions, and best practices—essentially, a room full of "Hows."

In rooms where everyone seems to know the best way forward, the best strategy for their department, the best approach for their KPIs, their customers, their competition. It’s as if the "Why" has already been processed, effortlessly, like a routine habit.

But in reality, many crucial "Why" questions remain unanswered.

Questions like, "Why are we doing this in the first place?" or "Why is it worth investing our time and resources into this particular solution?" often go unasked.

And the consequences? Wasted hours, lost resources, and colleagues burning out, still wondering about the very "Why" of their efforts.

The Cost of Ignoring the Why

This might sound a bit of a stretch, but it’s a common scenario. The absence of a well-considered "Why" leads to misalignment, inefficiencies, and frustration.

When we skip straight to the "How," we often build solutions that miss the mark, addressing symptoms rather than root causes.

So, what’s the solution?

Embrace the Why!

It’s simpler than you might think: start by asking the right "Why" questions. Involve user researchers, product strategists, or simply take a moment to step back and reflect. Unlock the power of "Why" by fostering a culture that values understanding before acting.

There cannot—and should not—be a "How" without first exploring the "Why." Whether you call it empathy, user research, or the exploration stage, the "Why" must be the foundation of every decision we make in product solutions.

Of course, committing to asking "Why" before "How" is not an easy mission. It can bring an entire cultural shift within an organisation and it can be a steep learning curve for teams that are used to the ways of "How".

Nevertheless, there is one thing we can do for sure.

Keep asking Why!

As promised, here are some questions up for discussion on the comments below.

• What has been your personal experience with the topic?
• Have you been part of a shift from a "How" to a "Why" approach? If yes, how did you introduce it? - If no, how would you like to introduce it?
• Do you think that the "Why" has the power to build relevant product solutions?

Thank you for reading!

I look forward to diving deeper into these ideas with you in the weeks to come.

Let’s keep learning together :)