In today’s fast-paced technical and corporate environments, there’s a constant demand to create, recreate, and reinvent products and processes. People generally love to solve problems, so we immediately jump into the weeds to solve the problem or help find a solution. This activity makes people feel useful, and ultimately, that is probably why we do it. While I’m not a psychiatrist, I have fallen victim to the process many times and enjoy trying to solve problems. In other words, everyone wants the “how”—the intricate steps, the technical details, the “magic” that brings an idea to life or solves the problem. But what happens when we get so caught up in the “how” that we lose sight of the “what” and the “why”?

The Importance of “What” and “Why”

Over the years, I’ve learned that successful innovation starts with clearly understanding what you want to achieve and why it matters. Once that foundation is established, you can then hand the reins over to the experts to figure out how it should be done. This simple shift in focus—from the weeds of execution to the strategic importance of purpose—can be a game changer. I’m not suggesting you take the first proposed solution without scrutiny. Please be sure to poke holes in the solution but always stay focused on what and why that was first put together.

What is the Difference Between What & Why and How?

• What: The clear, concrete vision of what you want to create. It’s the end goal, the desired outcome, or the problem you’re trying to solve.
• Why: This explains the rationale behind your vision. It’s the purpose, the underlying need, or the benefit that your solution brings to the table.

When you answer “what” and “why,” you create a compelling narrative and a strategic foundation that can guide every subsequent decision.

Extra Note: Always try to add visuals to your ask to make sure everyone is on the same page. If you just put things into words, everyone has an imagination, and no two minds visualize things the same. So, the more you can add visuals, the more you can simplify it, the better. End of side note.

Why Focusing on “How” Too Early Can Lead to Problems

• Tunnel Vision: Diving into the technical “how” before establishing a clear “what” and “why” can lead teams to become fixated on execution details at the expense of strategic alignment. This extends the time it takes to get things done because you will most likely find you will need to come back again and redo your work.
• Siloed Efforts: When different teams focus on the “how” in isolation, the result can be disjointed processes that don’t integrate well, causing delays and inefficiencies. Fixing a small problem independently could break other things; you need the big picture.
• Lost Opportunities: Failing to articulate the “what” and “why” can result in missed opportunities for innovation. Without a clear purpose, even the best technical solutions may fall flat because they don’t address the real need. You may also just replicate what you have always done and not see the better way if it is available.

Best Practices for Strategic Innovation

1. Take a Step Back and Reflect
   • Before you jump into the technical details, pause and ask:
     • What exactly are we trying to achieve? Make sure you fully understand. Don’t make assumptions and make sure the person giving the “what” is clear on their ask as well.
     • Why is this important for our business and our customers?
   • This reflection ensures that you’re not just building for the sake of building but are focused on creating meaningful impact.
2. Write it Down
   • Clearly articulate what you want to achieve. This could be as simple as “We aim to reduce operational costs by 35% through a unified, automated process.” Or structure it in a user story format: “I expect to have a button on the web page so that I can push it.” I know a very simple example of a user story with no point, but I hope you get the idea.
   • Make sure the rationale is clear: Explain why this goal matters. For example, “By reducing operational costs, we can reallocate resources to improve customer service and drive innovation.”
   • Share Across Teams: Make sure every team member understands the big picture. This shared vision serves as a north star during implementation.
3. Involve Strategic Thinkers Early
   • Collaborate with Leadership: Involve your senior leaders in defining the “what” and “why.” Their strategic perspective is crucial in setting clear priorities. Sometimes you may need to lay it out for your leaders first so they can quickly adjust the vision to their expectations, so be prepared for that. Don’t just ask leadership an open-ended question.
   • Engage with the Right Experts: Once the vision is clear, bring in your technical experts and process owners to focus on the “how.” Trust them to devise the best implementation plan that aligns with your strategic goals. Make sure they have the entire picture because if a piece is missing, the solution will also miss something.
     • Expect the same from them; they should have a solution that is clear, and you fully understand. If you don’t, make sure they fix it and make it clear.

Real-World Example

In one of our past projects, a gaming company was under pressure to release a co-branded credit card quickly so that an additional payoff would be available as a bonus to getting the product out the door on time. The development team was struggling to hit the needed date, but it turned out everything that was asked for didn’t need to be done by that date—only the minimum requirements were needed. This information wasn’t clear at first, but after clearing it up, the dev team was able to quickly adjust and get the needed items to production on time and earned an additional $250k bonus because of it.

Conclusion

Innovation isn’t just about the technical details—it’s about building a clear vision of what you want to achieve and understanding why it matters. By focusing on the “what” and “why” first, you set a solid foundation that guides your teams, breaks down silos, and drives meaningful change.

Once that vision is established, trust your experts to work out the “how,” knowing that every step is aligned with your strategic objectives. This approach not only minimizes wasted effort but also paves the way for sustainable, impactful innovation.

Ready to shift your focus and unlock the true potential of your projects? Take a step back, define your vision, and let the experts build the future.

To learn more or to have an assessment of your currently planned project, reach out to us. We will gladly share our experience. TechFlow Solution Architecture is here to help make your company, your products, and your processes a success. That is what we strive for.