My #1 Interview Question - ProductFTW #54
My favorite question to ask when hiring a PM
Hiring the right product manager is a mix of art and science, and for those looking to land a PM role, understanding what hiring managers are looking for can make a big difference in landing an offer. Whether you're hiring or job-seeking, it's important to know what helps a strong candidate to stand out. A great product manager isn’t just someone with a solid resume—they need to think critically, communicate clearly, and drive real impact. Over the years, I’ve refined my approach to product interviews, and there’s one question I always ask because it consistently helps me identify the best talent.
The Question
Imagine you’re the product manager for an app you use frequently. What would you change about it and why?
I always use Dropbox as my example because everyone knows what it is and can think critically about how it works. I’ll often say, 'If you were the PM for Dropbox, what would you change and why?' This helps set a clear expectation for how they should structure their answer. But I let candidates pick their own app because I want them to talk about something they actually care about. Their choice gives insight into their interests and how they think about product problems.
The goal isn’t for them to pick the 'right' app—it’s to see how they analyze problems, think through solutions, and explain their reasoning. This question opens the door for them to showcase their ability to break down a product, consider user needs, and propose meaningful improvements.
Why It Works
This question isn’t just a casual icebreaker—it’s a real test of how a candidate thinks. A strong PM needs to assess user pain points, balance trade-offs, and clearly articulate their thought process. If they can’t do that in an interview, they’ll struggle to do it in the job.
It also reveals a lot about their experience and mindset. Do they get stuck on surface-level complaints, or can they dig deeper into why something isn’t working? Can they identify an opportunity and propose a concrete improvement? And, most importantly, can they do all of that while keeping their response clear and engaging?
What a Good Answer Looks Like
The best candidates don’t just pick an app—they pick a problem worth solving. Instead of saying, “I think the interface should be cleaner,” a strong answer explains what’s broken, who it affects, and why fixing it would drive meaningful impact.
For example, someone might pick Spotify and talk about how the music discovery experience could be improved. They’d explain why the current recommendation algorithm falls short for certain users and walk through a possible solution—maybe a more interactive way to refine recommendations based on mood or past listening behavior. A great answer shows me that they can spot real opportunities, understand user needs, and think strategically about product improvements.
Another sign of a strong candidate is if they choose an app that ties into the business they’re applying for. If you’re hiring for an AI-focused company, for example, and they pick an AI product—even if they don’t have direct AI experience—it demonstrates they’ve thought about your industry and are personally interested in it. It shows they’re capable of connecting the dots between your business and their own knowledge, which is a valuable skill in any PM role.
Red Flags
Some responses immediately signal that a candidate might not be the right fit. If they struggle to provide a structured response, that’s a red flag—PMs need to be able to organize their thoughts on the fly. If they only focus on their personal frustrations without considering broader user needs, that’s another concern. And if they can’t go beyond vague suggestions like, “I’d make it easier to use,” that’s a sign they may not have the depth of thinking needed for the role.
A Memorable Response
One time, a candidate picked Tinder and said, “I just think it’s hard to meet people.” That was their whole answer. No specific problem, no insight into user behavior, no solution. Compare that to another candidate who picked an Airbnb-style service for pools. They identified a major trust and safety issue in the booking process and proposed a well-thought-out fix. The difference in depth was night and day.
The Bottom Line
Hiring a great product manager isn’t just about checking boxes on a resume—it’s about finding someone who can think deeply, communicate clearly, and solve real problems. This one question has helped me assess those qualities time and time again.
If you’re hiring PMs, try it in your next interview. If you’re a PM looking for a job, be ready for it—you never know when you’ll get asked.
About ProductFTW
ProductFTW is a weekly newsletter about product management, with a focus on real-life experiences in startups. We want to help product leaders be successful by giving realistic approaches that aren’t for giant tech companies. We know you don’t have a full-time product designer on each team. We know your software probably hasn’t been used by millions of people worldwide–yet. We’re here to bridge the content gap from building your product and team to scaling it.
Part of the Product Management Leadership & Career Guide — ProductFTW's collected essays on the PM role, leading without authority, hiring, and getting hired.