Years ago, a great client taught me something that transformed the way I tackle challenges:

Never ask, “Can we do this?”

Ask, “HOW can we do this?”

The first question invites a binary response.

Yes or no.

The second assumes the goal is achievable and focuses immediately on finding the path forward.

It’s not just semantic wordplay. It completely reshapes the mental framework of the problem.

I keep thinking about how this applies to product development, where teams constantly face barriers that seem insurmountable.

The language we use — not simply the words themselves but their arrangement — directly affects whether we smash through or give up.

it also shows anyone putting up a barrier (or supporting one) that you’re there to solve problems creatively.

Folks aren’t used to that, and it resets the whole scene. (It may even feel exciting to a bureaucrat who doesn’t get to have much fun!)

When I feel stuck on a difficult challenge, I’ve also trained myself to flip my internal dialogue from “Why I can’t…” to “Why can’t I?”

That subtle rearrangement transforms a declaration of defeat into a challenge I’m eager to solve.

Instagram co-founder Kevin Systrom hypes this type of reframing for one of the brand’s most significant innovations. When struggling with slow photo uploads on early mobile networks, his team shifted from asking “Can we make this faster?” to “HOW can we make waiting more enjoyable?” This led to their two-stage upload system — apply filters while the image uploads in the background — which became a signature feature driving their rapid growth.

Similarly, when Airbnb was struggling to improve their property photos, they stopped asking “Can we fix this problem at scale?” (which invited practical objections) and instead asked “HOW could we professionally photograph EVERY listing?” This reframing led them to a seemingly crazy (at the time) but successful solution: sending professional photographers to hosts’ homes. Pulling it off doubled their bookings.

Action for today: Identify one challenge you’re currently facing where you’ve been asking “Can we…?” questions. Deliberately reframe it as a “HOW might we…?” question. Post it up somewhere unignorable and notice how your thinking shifts from obstacles to possibilities.

The solution may not appear instantly, but your mind WILL start working on it differently.

Want to explore more powerful reframing techniques? Poke that reply arrow and let’s discuss how mental syntax can unlock seemingly impossible products.

Or reach out to my intrepid team of product marketing strategists at Graphos Product.