One of the most difficult challenges in product development is to get the customer or stakeholder to focus on what is desired instead of how to do it. I had a real-world, outside-the-office, example of this a couple days ago.
The other day I was walking back to the office, lunch in hand. I passed by a table full of tourists outside a restaurant, and one of them stopped me to ask a question.
Tourist: Do you know where there's a Dick's Sporting Goods around here? We're from Rhode Island, and we don't know our way around this town.
Me: I think there's one over at the Forum (shopping center a few miles away). I'm not sure if it's a Dick's, though. In fact, I'm not sure if there are any around here.
Tourist: Oh, we were just over there. I don't think there's one there.
Me: There is a Sports Authority nearby, will that do? [light bulb turns on in head] Wait... what is it you're looking for?
Tourist: My buddy here wants to get a New England Patriots ball cap.
Me: Oh... [I get from them where they're headed, and there's a sports collectible store on the way] What you want to do is this. About 2-3 miles ater you go over this bridge [points in direction of bridge] on your way home, you'll come across a shopping plaza called Merchant's Crossing. There's a store called JP Sports and Collectibles. You'll find more Patriots stuff there than you'll find in all Rhode Island
This conversation could have been greatly simplified and shortened. The customer, in this case the tourist, had a well-defined problem -- he wished to purchase a New England Patriots ball cap, and because he didn't know the area he had no idea where to go. So he turned to me, presumably an expert in his problem domain. However, since he had a solution in mind -- buying the ball cap at Dick's -- he obstructed the solution process by entering the unnecessary criteria of where he sought to make the purchase. Had he simply asked where he could purchase a Patriots ball cap, I would have immediately told him about JP Sports.
In the end, the right solution was delivered. However, the tourist focused on "how" instead of "what," which introduced risk into the problem, risk that could have cost a swell local company a sale.
