## How to Identify Products That Don’t Deliver on a Company’s Promises: A Guide for Aspiring Product Managers

**Introduction**

Aspiring Product Managers aiming for top-tier tech companies like FAANG must master the art of tackling complex interview questions with confidence and structure. This includes analyzing not just successful products but also those that fail to meet consumer expectations. In this blog post, we’ll delve into a typical product management interview question that tests your ability to critically assess products that fall short of their promised value. We’ll explore **how to identify products that do not deliver on a company’s promises** using frameworks and strategic thinking, as outlined in the book ‘Decode and Conquer: Answers to Product Management Interviews.’

**Detailed Guide on Framework Application**

**a. Choosing the Appropriate Framework**

When evaluating a product that fails to deliver on its promises, the CIRCLES Method™ is an effective framework. This method, which stands for Comprehend, Identify the Customer, Report the customer’s needs, Cut through prioritization, List out solutions, Evaluate trade-offs, and Summarize your recommendation, can structure your analysis holistically.

**b. Applying the Framework: Step-by-Step Guide**

Let’s apply this method step by step:

1. **Comprehend:** First, understand exactly what promise the company made regarding the product and perceive where the shortfall is evident.
2. **Identify the Customer:** Recognize who the target customer is and what their expectations were based on the company’s promise.
3. **Report the Customer’s Needs:** Clarify customer needs that the product was supposed to fulfill and how the product fell short of these needs.
4. **Cut through Prioritization:** Identify what trade-offs might have been made, either in design, production, or marketing, that led to the unmet promise.
5. **List Out Solutions:** Brainstorm potential solutions that could have rectified or prevented the shortfall.
6. **Evaluate Trade-offs:** Weigh the implications of each solution, such as cost, time, and impact on customer satisfaction.
7. **Summarize your Recommendation:** Provide a definitive recommendation on how the product could be improved or how the company could better manage expectations in the future.

**c. Hypothetical Example**

Consider a smartwatch that promised a 30-day battery life, but customers are only getting a week’s worth of charge. Using the CIRCLES Method™:

• **Comprehend:** Company advertised a 30-day battery life which is the primary value proposition that is not met.
• **Identify the Customer:** Target customers are likely tech-savvy users who value convenience and low maintenance.
• **Report the Customer’s Needs:** Customers needed a reliable smartwatch that would require infrequent charging.
• **Cut through Prioritization:** Potential trade-off could have been opting for a less robust battery to save cost or to keep the design sleek.
• **List Out Solutions:** Possible solutions include revising the battery design or managing expectations through marketing communications.
• **Evaluate Trade-offs:** Improving the battery might increase cost or size, but honest marketing could maintain trust.
• **Summarize your Recommendation:** Recommend a product recall with a battery upgrade and a marketing campaign to restore brand trust.

**d. Facts Checks and Approximations**

It’s essential to align assumptions with known facts. While you may not know the exact cost of improving a battery, it’s reasonable to assume it would increase the product cost. Moreover, understanding industry standards for battery life can guide your analysis.

**e. Communication Tips**

Articulate your thoughts clearly, show empathy for the customer, and back up your points with data or logical reasoning where possible. Listening to the interviewer and asking clarifying questions is also key to delivering a well-rounded response.

**Conclusion**

We’ve explored a structured approach to dissecting products that underperform against their promises. Remember, practice is paramount. Applying these frameworks, like the CIRCLES Method™, will not only help you navigate through product management interview questions but also reinforce your ability to think critically and empathetically as a PM. Keep these strategies in mind, and you’ll be well on your way to excelling in your FAANG interviews.

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