Start with the **Why**? (core), go on to the **How**?, and end with the **What**? (outer shell) - Certainly never start with the What? ("Portable music player with 5GB storage"); - Or the How? ("Store, decode, and play MP3 files using a handheld computer"); - Lead with the Why? ("1000 songs in your pocket"). - Only add the How? and What? if appropriate: As a manager, defining the solution is not your job.