On Tuesday’s episode of my favorite Internet business show, “Kitchen Table Talks” with Chris Brogan and Joe Sorge, the “Question of the Week” was:
“Which is more important — the product or the process?”
In other words, of the two, the product itself, or the system by which the product is marketed and sold, which is of more value?
While it’s tempting to answer quickly, “the product” or, “the process,” there are actually two points I’d like to discuss. First is the framing. Questions framed as an “either/or” are typically working within a false premise. Why? Because, more often than not, the answer is an “and.” So, asking, “which one is more important” tends to elicit an opinion that doesn’t account for all possibilities.
At the same time, there are those occasions when one aspect is indeed more important — of more value — than the other.
I don’t believe such is the case with this question, though some might disagree. More on that in the next post.
Perhaps the question could have been framed, “Is one of the following more important than the other to the success of a business: the product or the process? And, if so, which one?”
Framed this way, the reader is offered a third choice: that both are just as important.
While, of course, Chris and Joe asked their question with benevolence, I’d like to utilize the principle involved as a lesson to help keep you from answering a question or making a choice that does not serve you.
If you are ever asked to provide an answer for something in which you are only given two choices, before you answer, (consciously) ask yourself, “Are those the only two logical choices?” … “Why are they the only two logical choices?” … “Is there a reason this person would want me to think there are only these two choices?”
Obviously, there was nothing ill-intended in Chris and Joe’s question; it was simply a business discussion question that might have been asked a bit differently, had they chosen to do so.
Tomorrow, we’ll look at that question of “Product/Process” more closely and I’ll provide my thoughts as to the answer; whether one is more important and, if so, which one.
In the meantime, I’d love to know your thoughts.
—–
{Note from Bob: You can watch “Kitchen Table Talks” live over the Internet every Tuesday at 2pm Eastern Time. Their guests are terrific week in and week out, and Chris and Joe share a lot of wisdom in just 30 minutes.}
Enjoy this post? Receive an update when our next post is published by entering your best email address below and clicking Get Updates.
Hello Bob, the “either/or” label is something that really hit me during one of the calls I was on recently. Since then I am amazed at how much I used it with training my technicians here at our plumbing company. Side note I ask them to have an open mind and to think outside the traditional boxes that around things in our industry and yet time and time again by giving an either/or choice I am keeping them in those boxes and pushing their mind close and at the least I am confusing them. I also recognize this with my kids and other interactions I have with people. So I am equally amazed at how much it goes on in others from my observations.
I now practice, when framing questions, to be specific to the options necessary and always give them the freedom to be creative and bring their thoughts into the mix. (this is where I get to learn new things, how cool that is.) This is in the training I do weekly with my team, my kids daily, and others I come into contact with. Even when they make it either/or I ask them could there be a third option? It is great to see the “lightbulb” come on in their eyes.
Intriguing post, Bob! You are right, as I read the first question by Chris and Joe, I felt like product and process were equally important. Leads to your discussion thought, properly framing a question is key to getting the accurate answer. This definitely give me something to think about as I interact with others today. As always, keep up the marvelous work!
Limiting options… or limiting anything is counter productive in most if not all cases.
Of course in a multiple choice test, it can be an advantage…
As always, interesting point Bob ~ there usually aren’t only 2 options. Choosing from a list of 2, demands that we limit our thinking and diminishes the creative process. Interesting that I can become, let’s say frustrated, when I give someone (usually my kids) a choice of 2 and they don’t give me an immediate preference. I will consider this the next time that happens and probably appreciate the response I receive, rather than feel irritated. Thanks!
It is definitely one of those questions that if answered as an either/or doesn’t really help a whole lot. If my product doesn’t do what I say it was, my marketing process is null and void and worthless. If my marketing/sales process is awkward, unorganized, and unprofessional, then it’ll just take a lot longer for my superior product to find its audience. And there’s that potential for word-of-mouth on the product to be enough marketing process for eventual success. “Man, you need that widget. It is the best on the market. The folks in the office are idiots, but you’ll get your stuff eventually and it’s worth it when you do.” Maybe like that soup dude on Seinfeld.
Bob,
Great post, and I agree that most of the time, there should be more than two options. However, being someone who likes to attempt to either argue on both sides, or change the platform of discussion all-together, I figure, might as well take a stab at this one. Regarding a direct answer, I believe that it would be completely dependent on the situation of who is answering. For example, if I were working at a company like, Sony, I would have to lean toward product, because of the importance of the end user’s experience, and they don’t make purchasing decisions based on how flat screens are assembled..etc. However, if I were at a company that provides a service, the process usually defines the product. Wow, not sure this qualifies as “direct” unless I were running for office.
Having said all of this, I would now like to change the platform…NEITHER – the real question is not product vs. process, but what is the value. Whether you argue product or process, ultimately your success will be determined by the value you provide through either, and the evidence of that value will not be determined by you, but instead by the consumer. So, the challenge is to determine not which we (as the business) think is most important, but what our clients, customers, consumers believe is most important.
Glad to get time to get back on your blog – been “at it” too much lately and missed much I’m sure – thanks for the time you invest in this and the wisdom you impart, can’t wait to see the post tomorrow and learn from your wisdom.
Hi Gang, My apologies for not responding personally to each of your awesome comments. I wanted this to be one of those where everyone just shared their thoughts and opinions and I’m enjoying everything y’all are saying. So many different ways to look at things, aren’t there? Thanks again!
Love today’s topic The Product? The Process. I have had
> that issue so many times. Our axiom & quote;He who has the best product
> wins;But the process is the way we share that info. Love it,
> can’t wait for more on topic. thanks, Erin
Bob,
I love this post.
We ask questions each week, as you know, usually framed this way on purpose. Mostly because it does exactly what’s happened here, prompt further discussion. Most weeks the answer is not what’s important, but what you might learn about yourself and/or your business while considering the answer.
Bob, our show wouldn’t be what it is today without thought leaders like you to push the discussion to the next level. Your point here is a very solid one, consider all the alternatives in a given choice, but also to consider the purpose of its framing.
It reminds me of the healthy discussion additive “yes, and” that Chris often reminds us of.
Thanks so much for your very generous support of KTT.
Erin, thank you. What a great point!
Joe, thank you for writing, and for your kind words. You and Chris are both awesome hosts. I’m always happy to spread the word about KTT – your show ROCKS!