Don't Specify Solutions

When I go into a coffee shop, I don’t say: “I’d like a drink that gives me a feel-good start to the day, boosts my energy and tastes great.”

Of course I don’t. I order a Flat White.

I already know what I want, and it’s far simpler for everyone if I just say so.

But the first Flat White in the UK was only sold in 2005. (genuinely!)

At some point, I had to stop ordering “a cup of tea” to discover something better.

If you always describe the solution you already know, you’ll never discover everything that’s been created since.

Take Action

If you’re a leader

In your next tender, be absolutely explicit that you’re banning solution language. Replace “we need a system that…” with “we need to achieve…”

If you’re a team member

Before sending a spec or request, write the outcome in plain English: what success looks like not how to get there. It’s not intuitive so you have to do it deliberately, but it gets better results.