Embracing "Who, Not How" in the Design Process of Audio Products.

During a personal coaching session with Dan Sullivan, I encountered a principle that transformed my approach to audio product development. Sullivan's "Who, Not How" concept—which he later co-authored with Dr. Benjamin Hardy—provides a powerful framework for audio companies seeking to create exceptional user experiences.

In the audio industry, engineering expertise has traditionally dominated product development. Companies invest heavily in acoustic performance, signal processing, and hardware optimization—often relegating user experience design to a final styling phase. This approach made sense when technical performance alone could differentiate products. Today, however, as technical specifications converge, the user experience increasingly determines market success.

The "Who, Not How" principle offers a transformative perspective: Instead of asking "How can we make this design work?" the question becomes "Who is best equipped to create an exceptional experience around our technology?"

By focusing on the right design partner—whether an in-house design team or external collaborator—audio companies can maintain their technical standards while creating more intuitive, engaging user experiences that differentiate their products in a crowded market.

Building Effective Design Partnerships

Embracing "Who, Not How" doesn't mean relinquishing control over product vision. Rather, it creates a partnership where:

• Product managers define the strategic "why" and "what"

• Engineers establish technical capabilities and constraints

• Designers determine the "how" of the user experience

When audio teams find themselves debating button placements, visual details, or interaction specifics rather than focusing on core functionality and user needs, it's often a sign that the "Who, Not How" principle is being overlooked.

Assessing Your Approach to Design

Consider these questions to evaluate whether you're effectively applying "Who, Not How" in your audio product development:

1. Do you trust your designers' process and expertise?

If not, start small. Have designers present early concepts and thinking. Share your product goals and user needs rather than dictating specific design decisions.

2. Are you focusing on outcomes rather than design specifics?

If not, reframe your feedback. Instead of suggesting specific interface elements, describe the experience you want users to have.

3. Have you clearly articulated product vision, technical constraints, and target users?

If not, create a concise brief covering the "why," "who," and "what" of your product. Leave the "how" to your design partners.

4. Do designers have a seat at the strategic table?

If not, involve them earlier in the process. Include designers in product strategy discussions, market analysis, and user research.

As Sullivan emphasized in our coaching session, this approach isn't just about delegation—it's about leveraging specialized expertise to achieve superior results. In the audio industry, where technical and experiential elements must seamlessly integrate, this principle has particular relevance.

The most successful audio products of the future will marry technical excellence with exceptional user experience. By focusing on "who" rather than "how," audio brands can create products that don't just sound great but feel intuitive, engaging, and emotionally resonant.