What Are Mental Models?
Mental models are frameworks that help us understand how things work. For product managers, they're essential tools for making better decisions faster.
Essential PM Mental Models
1. Jobs to Be Done (JTBD)
People don't buy products—they "hire" them to do a job.
Example: People don't buy a drill because they want a drill. They buy it because they want a hole in the wall.
2. The Kano Model
Features fall into three categories:
| Category | Description | Impact |
|---|---|---|
| Basic | Expected features | Dissatisfaction if missing |
| Performance | More is better | Linear satisfaction increase |
| Delighters | Unexpected features | Exponential satisfaction |
3. ICE Scoring
Prioritize features using:
- Impact: How much will this move the needle?
- Confidence: How sure are we about the impact?
- Ease: How easy is this to build?
ICE Score = (Impact × Confidence) / Ease4. The 80/20 Rule (Pareto Principle)
80% of results come from 20% of efforts. Focus on the high-leverage activities.
Applying Mental Models
Choose the Right Model
Different situations call for different frameworks. Don't force-fit a model.
Test Your Assumptions
Mental models are simplifications. Validate them with data.
Combine Models
Use multiple models together for deeper insights.
Teach Your Team
Shared mental models improve team communication and decision-making.
Conclusion
Mental models aren't magic formulas—they're tools for thinking more clearly. Build your toolkit, but remember: the map is not the territory.
