Psst. HEY. YOU. Lean in. I ain’t got all day.
You a Product Leader? Want something good?
Don’t mind the trench coat. Take this framework:
“Who Verb Adverb”
Look, I’ve coached and consulted with plenty of you types, so listen to me when I say that this one is a beauty, but it’s tough as nails.
I know, my fedora matches a li’l too well, but stick with me here. You’ve seen this before in OKRs and Vision statements. The framework. Not the hat. C’mon.
Oh, you a fan of the OKR framework? Well, a pattern for Key Results that tickles my fancy pulls from Jeff Gothelf & Josh Seiden: “Who Does What By How Much”. They liked it so much, they titled their latest book together with it. A li’l too wordy for my tastes, but to the point. Sharp. Like my outfit, I get it, but focus up.
If Simon Sinek is more your thing, check out his company’s Just Cause: “We imagine a world in which the vast majority of people wake up every single morning inspired, feel safe wherever they are, and end the day fulfilled by the work they do.” A li’l too verbose for my blood, but it’s lofty. Aspirational. Like my aura, I get that a lot, but let’s bring it back.
You’ll notice a similar construct to both of these.
WHO: The people you want to help.
This has to be clear. It builds empathy in the folks funding, let alone making, your offering. If you can’t articulate this, then who are you going to talk to to see that your THING is making a difference at all?
VERB: The human action you want to improve.
This has to be clear. Having stuff is in service of doing stuff, which is where life’s real meaning is for the people you want to help. If you can’t articulate this, then what are you going to talk about to see that your THING is making a difference at all?
ADVERB: The better way to do this human action.
This has to be clear. This is the specific difference, which is some form of “better”, for the people you want to help. If you can’t articulate this, then how will they, let alone you, know, let alone measure, that your THING is making a difference, let alone improvement, at all?
This is a beauty because it tells the story of a future you’re driving towards. Telling it will filter people out. And in. The latter is beautiful.
This is tough as nails because it refines decisions in the present at all org levels. Deciding this way will filter offerings in. And out. The latter is tough. As nails.
Crumbs. I gotta jet. Can’t be seen dishin’ out nuggets like this so freely. Got a reputation to keep up, y’know? Like my steez, you’re too kind, but check this out.
You now have a powerful tool. For your company. For your product. For yourself. Alright. Beat it. Get outta here. Make the world awesome. Like my drip, stop it already, lock in.