Problem Statements vs. Solution Speak Workshop Webinar

Welcome and Introduction

Ryan Kwell | 00:00–04:00
Welcome, everyone! We’re thrilled to have you here for today’s Productside webinar: “Problem Statements vs. Solution Speak.” I’m Ryan Kwell, consultant and trainer at Productside, joining from Pittsburgh, Pennsylvania. I’m joined today by my colleague and co-presenter, Dean Peters.

Dean Peters | 04:01–05:00
Thanks, Ryan! I’m Dean Peters, also a Principal Consultant and Trainer here at Productside. I’ve been with Productside for about two and a half years now, and I’m joining from Apex, North Carolina. Fun fact: I’m a lifelong Ravens fan, so I’m surrounded by Steelers fans today.

About Productside

Ryan Kwell | 05:01–07:00
If you’re new to Productside, we’re an outcome-driven product partner focused on transformation, training, and enabling better product practices. Our mission is to help product teams achieve measurable results through practical frameworks, hands-on consulting, and community engagement. We’re formerly known as 280 Group, but today we proudly operate as Productside—your partner in outcome-driven success.

Poll #1 – How Often Do Stakeholders Tell You What to Do?

Ryan Kwell | 07:01–09:00
Let’s start with a poll: “How often do your stakeholders tell you what to do without explaining why?” Go ahead and respond.

Dean Peters | 09:01–10:00
Looks like most of you said “often.” That’s no surprise. When stakeholders tell you the “what” but not the “why,” it’s easy to fall into the trap of Solution Speak—jumping straight to execution instead of discovery.

The Problem with Solution Speak

Dean Peters | 10:01–15:00
Let’s unpack this. Solution Speak is when stakeholders present answers instead of problems. It sounds like, “Just add this button,” or “Can we copy what our competitor is doing?” Studies show that when teams start from solutions instead of problems, 80% of the time they deliver little or no impact—and 20% of the time they create negative outcomes. We don’t want that.

Ryan Kwell | 15:01–17:00
Exactly. I’ve seen this firsthand—a client came to me with what they thought was a must-have feature, only to find later it didn’t solve the root issue. That’s why focusing on the *problem path* instead of the *solution path* is so critical.

The Two Paths: Solution Path vs. Problem Path

Ryan Kwell | 17:01–21:00
Picture this: On the left, you’ve got the easy path—the Solution Path. It’s straightforward, quick, and satisfying in the short term. But hidden beneath are traps—missed insights and wasted effort. On the right, there’s the Problem Path: messy, uncertain, full of exploration. But that’s where the treasure lies—where you uncover true customer needs.

Dean Peters | 21:01–23:00
Exactly. I’ve seen so many teams take the easy route and deliver what the stakeholder asked for, only to discover later that it made no measurable impact. The hard path—asking questions, exploring, and validating—is where you find innovation.

Recognizing Solution Speak

Dean Peters | 23:01–27:00
Every product manager needs to recognize Solution Speak when they hear it. Here are some examples: “It’s just a little feature.” “While you’re in there, can you also add this?” “Why can’t we do what our competitor does?” “Can you add this to the roadmap?” “We need this for a sale.” Sound familiar?

Ryan Kwell | 27:01–29:00
Oh yeah, I’ve heard all of those. They sound harmless, but they mask deeper issues. As PMs, our job is to translate these requests into *problem statements.*

Reframing Solution Speak

Dean Peters | 29:01–34:00
Instead of reacting to solution requests, we should reframe them. For instance, when someone says, “We need this button,” you can ask, “What happens if we don’t add it?” or “What’s the problem this solves for you?” This shifts the focus from the *what* to the *why.*

Ryan Kwell | 34:01–36:00
I love that. It’s like the drill-bit analogy: customers don’t want a drill bit—they want a hole. Actually, they want what the hole enables: to hang a picture, to improve their space. As product managers, we must uncover that deeper goal.

The Five Clarifications (Reframing the 5 Whys)

Dean Peters | 36:01–40:00
We often hear about the “Five Whys,” but we prefer the “Five Clarifications.” Instead of asking “why” over and over, which can sound interrogative, ask clarifying questions that invite storytelling. For example: “Can you tell me about the last time that happened?” or “Who else experiences this?” This uncovers context without putting stakeholders on the defensive.

Empathy in Action: The Yaya Maria Story

Dean Peters | 40:01–46:00
Let me share a story from my childhood. My grandmother, Yaya Maria, was known in our family for being able to “see the future.” In reality, she was just a master of empathy. She asked people about their problems—how often they happened, how painful they were, who else was affected—and by the end of the conversation, she knew exactly what advice to give. That’s empathy interviewing in action.

Poll #2 – How Comfortable Are You Exploring Problems?

Ryan Kwell | 46:01–48:00
Let’s do another poll. “How comfortable are you exploring the problem path?” Looks like most people said “somewhat comfortable”—you ask questions, but maybe not deep enough. That’s normal. It’s a skill that develops with practice.

From Problems to Solutions

Dean Peters | 48:01–53:00
Once you’ve explored and clarified the problem, then—and only then—can you move toward solutions. Frame the problem clearly: “I am [user] who [situation], but [pain point], which makes me feel [impact].” Once you can say that sentence confidently, you’re ready to brainstorm solutions.

Ryan Kwell | 53:01–55:00
And when you get to that stage, use “How might we…” questions to encourage creativity while staying focused on solving the right problem.

Framing and Prioritizing Solutions

Dean Peters | 55:01–59:00
Use simple frameworks to evaluate solutions: Is it valuable? Is it viable? Is it feasible? And—one of my favorites—is it delightful? These questions help ensure your solution is strategic, scalable, and customer-loved.

Key Takeaways

Ryan Kwell | 59:01–End
Before we wrap up, let’s summarize:
1️⃣ Recognize Solution Speak early.
2️⃣ Use empathy and clarifying questions to uncover real problems.
3️⃣ Frame problems clearly before jumping to solutions.
4️⃣ Keep the focus on value, not volume.
5️⃣ Remember: hope is not a strategy. Curiosity and problem clarity are.

Thank you for joining us today! The recording and our free “Problem Framing Template” will be emailed to all attendees. Don’t forget to register for our next session, “The Art of Product Management,” happening November 20. See you next time!