Answering “why” is the job of leadership and, in the world of product, is the essential job of product management. Answering “how” is the job of management and is core to the project management role. Actually producing the “what” is an executional job performed by functional roles, including engineering, design, production, marketing communications, sales, and so on.
I explore these roles in my book Product Manager vs. Project Manager. Are you answering “why” in every communication? Are you leading? Or just managing? Leading is much harder but much more leveraged. Discuss.
Hiring? Let me know about your difficult to fill positions and I'll highlight them in future issues.