Why We Often Fail to Explain the "Why"
In my last article, I discussed reasons that slow down innovation in large corporations, and one key factor was product leaders failing to explain the "why" to their teams. A conversation arose from that article, inspiring me to go deeper into the "why of the why." Why is explaining the "why" so crucial, and why do product leaders often fail at this? It's not usually a matter of discretion or secrecy. Here are some of the main reasons, and I have to just call it out. All of them are just because product leaders are not doing their job. Period. Maybe they are inexperienced, maybe they are plain lazy, or maybe avoiding confrontations with their boss or subordinates. So yeah, it's hard work but you have to do it:
Reason 1: Product leaders themselves don't know the "why"
They see themselves as mere channels for passing on work downstream, and don't insist on or care to understand the reasons behind it.
Reason 2: The "why" is somewhat known, but the product leader "skips" communicating it
They are lazy to communicate it, or just don't trust their teams to be onboard with it, failing to understand the benefits of empowered teams.
Reason 3: The "why" is known but not articulated clearly
It won't come from the CEO; it's your job as a leader to create the best presentation, or a Miro board, of the "why," sell your understanding of it to your people, and be open to feedback both downstream and upstream.
Reason 4: The "why" is communicated, but people don't understand it
You might think you did it well, or just checked the box, but people might not get it and they don't tell you. This could be because you're not asking for feedback, not allowing enough time for reflection, or not really listening.
Reason 5: The "why" is communicated in a one-way and one-time manner without discussion
Don't check the box and move on. Don't just do it in a one-time town hall; ensure real, meaningful, and challenging discussions are happening. Even if it means more work for you as a result.
A Simple Guide to Communicating the "Why"
I've created this simple flowchart to guide product leaders in effectively communicating the "Why". It's simple, it's important, it's your work.
