Beyond Frameworks and Focusing on Real Problems in Product Management
I have been diving deep into product management over the past few months, and when it comes to Product Sense, much of the discussion often centers around how to apply frameworks or methodologies to solve problems. However, in my view, the true essence of product development goes beyond this. What really matters is the ability to identify and understand real problems, not just apply formulas we already know.
Product thinking refers to an intuitive ability to know which direction to take when facing a challenge. Instead of blindly following a process, it is essential to develop the ability to view the problem holistically, with empathy for the user and sensitivity to the market context.
To enrich this view, we can refer to McKinsey’s 3 Horizons, a model that helps us think about innovation in a scalable way. The first horizon focuses on maintaining and improving the current product, the second on exploring new opportunities within the existing business context, and the third on disruptive innovations. Each horizon forces us to rethink what is truly valuable and relevant at each stage, ensuring that the product’s evolution is always driven by real needs.
But to go beyond this model, we can adopt a more continuous exploration and dynamic product adaptation approach. This considers not just its current stage but also how it evolves with market changes and user needs.
At this point, the concept I believe to be most relevant is the Product Life Cycle model. You know that old saying: “Back to basics”? In this model, in addition to categorizing innovation horizons, it focuses on how a product should adapt and evolve over time, in response to different adoption cycles and feedback. This model is centered around the understanding that product development is not linear, but a continuous adjustment process that must consider the various phases it goes through — from ideation to maturity and potential discontinuation.
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Within this approach, I came up with some key questions that can guide product development in a more agile and user-centered way: *By the way, I usually look to ask questions in order to discover or learn about any subject. Any resemblance to product management routines is no coincidence. 😉
- Who is really benefiting from this product right now? — Focus on those who are actively using the product and understand their real needs, adjusting the value proposition.
- Which problems are we not solving, but could be highly relevant for our users? — Instead of following ready-made formulas, it’s important to identify new gaps that can lead to meaningful innovations.
- Are we prepared to iterate quickly based on feedback? — The ability to adapt and adjust quickly is crucial, especially in high-competition and fast-changing environments.
The focus here is to maintain a mindset of constant learning and adaptation, allowing the product team to develop solutions that truly meet the emerging market needs, without rigidly adhering to traditional frameworks. This more fluid approach, which prioritizes the ability to adapt and continuous empathy with users, is what makes a product not just relevant, but innovative.
Therefore, solving real problems should always be the priority. Frameworks and tools are important, but they should not be the solution itself. When faced with a problem, true skill lies in understanding why it matters and what impact it has on the user experience and business. By focusing on the problem, solutions naturally emerge.
In the end, what truly defines a product’s success is not the steps followed, but the ability to solve a significant problem for the user. Developing this strategic mindset is what brings results with real impact and what sets you apart as a highly skilled product manager.
