4Q: The one-size-fits-all framework
Stop looking for complex product frameworks, just answer questions
The last time I started preparing for product management interviews, I looked at the latest sources I found online. I went through everything I had before, re-read the classic book and went through sources like Exponent, Igotanoffer, and then I found new content creators like from Meta, from Google, product managers like Lenny Rachitsky, Akash Gupta, Claire Vo. They're really helpful, but for performance the most helpful resource is practice. Reading endless blogs and guides has diminishing returns unless you can apply what you’ve learned to reinforce the learning. My favorite is stellarpeers. You need to reinforce the learnings with recall and quizzing, with real time feedback and guidance. Eventually you’re at a point where you’re looking through endless frameworks.
After countless hours memorizing acronyms like CUPS-PDM, BUS, and CIRCLES, something wasn't clicking. The problem wasn't my understanding - it was that these frameworks forced my thinking into predetermined paths that didn't match how I naturally approached problems.
My Blocker
Traditional frameworks can be surprisingly counterproductive. They're designed to be comprehensive, but that comprehensiveness comes at the cost of flexibility. When facing a unique product challenge, I found myself contorting my thinking to fit the framework rather than letting my analysis flow naturally.
What I needed was a versatile framework adaptable to all three critical PM interview types:
Product Sense: Identifying the right problem to solve
Product Execution: Determining how to solve that problem effectively
Leadership/Behavioral: Demonstrating why you're the right person to tackle these challenges
So then…
I remember the moment it clicked. It was 2AM, and I was drowning in interview prep for my Meta interview. My desk was covered with different colored post-its representing different frameworks I was supposed to memorize.
I was exhausted and frustrated. "This isn't how my brain works," I thought. "And it's not how I actually solve problems as a PM."
That's when I grabbed a blank sheet of paper and wrote down the four fundamental questions (4Q) I always ask when approaching any product problem:
WHY are we doing this?
WHO are we doing it for?
WHAT problem are we solving?
HOW should we solve it?
Looking at those questions, I realized they covered everything the other frameworks were trying to accomplish, but in a way that felt natural. I didn't have to force my thinking into someone else's structure - this was how I already thought about products.
4Q: The Framework That Adapts
What makes this framework work is its adaptability. By occasionally substituting Where or When depending on context, it handles all three critical PM interview types:
Product Sense: Identifying the right problem to solve Product Execution: Determining how to solve that problem effectively
Leadership/Behavioral: Demonstrating why you're the right person for these challenges
Product Sense: Why-Who-What-How
Analytical Thinking: Why-Where-What-How
Leadership: Why-When-What-How
Real Example: Facebook Groups Discovery
In a practice interview, I was asked: "How would you improve the discovery experience for Facebook Groups?"
WHY (15%): Groups are central to Meta's mission of building community. Improving discovery increases engagement, retention, and ad revenue through higher user satisfaction.
WHO (15%): I identified three segments - active searchers, passive discoverers, and community builders - focusing primarily on active searchers for their clear intent and engagement likelihood.
WHAT (20%): Three key problems emerged: relevance (users can't find matching groups), trust (hard to evaluate before joining), and awareness (users don't know relevant groups exist). I prioritized relevance for maximum impact.
HOW (50%): I proposed interest-based exploration, preview experiences, "Group DNA" profiles showing activity patterns, and personalized recommendations. Success metrics included group join rate, 30-day retention, and membership diversity.
Why This Crushes Other Frameworks
The Meta Edge
What helped me stand out at Meta was adapting the framework to their values:
WHY: Always connect to Meta's mission of "building community and bringing the world closer together"
WHO: Consider global scale and cultural diversity
WHAT: Focus on high-impact problems affecting millions of users
HOW: Balance innovation with practical execution speed
From Fumbling to Fluency
I still remember my first mock interview using CUPS-PDM. I froze trying to remember the steps: "C is for... clarify? Or context? What comes after P again?"
The interviewer's feedback was blunt: "You seemed more focused on following a framework than solving the problem."
In my next practice using Why-Who-What-How, the difference was night and day. Instead of worrying about steps, I flowed naturally through my analysis. The same interviewer said: "Much better. You seemed confident and your thinking was clear."
By my actual Meta interview, the framework was second nature. When asked about improving Facebook Marketplace, I just started with "WHY this matters to Meta" and proceeded naturally. The interviewer later said my structured approach set me apart.
Beyond Interviews
What I didn't expect was how this framework would transform my daily PM work. I now start every product challenge with these four questions:
WHY ensures alignment with company goals and user needs
WHO keeps focus on specific user segments
WHAT maintains clarity on core issues
HOW drives practical execution
This simple structure keeps my team focused and creates a common language for cross-functional alignment. In a recent planning session, when our design lead pushed for an elaborate feature, I asked: "Why are we doing this? Who is it for? What problem does it solve?" The questions revealed the feature didn't address any critical user need, so we pivoted to a simpler, higher-impact solution.
Final Thoughts
The best frameworks don't force rigid thinking - they clarify your existing thoughts and ensure you don't miss important considerations. My Why-Who-What-How framework does exactly that.
If you're preparing for PM interviews, try this approach. Start with the basic structure, then customize the sub-questions to match your thinking style.
Remember: interviewers aren't looking for perfect framework execution - they want clear thinking, user empathy, and practical problem-solving skills. This framework helps you demonstrate all three without getting lost in unnecessary complexity.
And you might find, like I did, that what started as an interview technique becomes your go-to approach for solving real product challenges.