The #1 Interview Mistake PM Candidates Make
Why Relying on Frameworks Will Cost You the Job
The #1 Advice for PM Interviews: Don’t Be a Framework Robot
Every aspiring PM has read about frameworks. CIRCLES, AARM, GLEe—whatever acronym you choose, they all serve the same purpose: giving structure to your thinking. And while structure is useful, blindly following a framework is the fastest way to fail a PM interview.
I recently conducted a mock interview where I asked the candidate to design a solution for a new pet owner. His response? Textbook perfect. He started with defining the problem, identifying user personas, mapping out pain points, and slowly building his way to a solution. It was smooth, logical, and well-structured. But there was one glaring problem—I could tell from the first five minutes that he had already thought of the solution beforehand. Every step of his framework execution was a carefully engineered justification for an answer he had pre-determined.
And here’s the thing: any experienced interviewer can spot this instantly.
Why Frameworks Alone Won’t Get You Hired
Frameworks are tools, not rules. They help you structure your thought process, but the real test in an interview is how deeply and uniquely you think. If your answer sounds like something the interviewer has heard before, you won’t stand out. If you’re too focused on following a formula, you’ll miss the most important part: actually solving the problem in an original way.
Here’s what most candidates don’t realize: PM interviewers have short attention spans. They aren’t grading you on whether you’ve checked all the boxes of a framework. They want to see how you approach a problem, how you empathize with users, and whether your insights are actually valuable. If your answer feels overly structured but lacks fresh thinking, they’ll mentally check out within the first two minutes.
How to Use Frameworks the Right Way
Instead of using frameworks as a script, use them as an aid. Here’s how:
Start with genuine curiosity. Forget the framework for a moment. Think deeply about the user and their pain points before you jump to structuring your answer.
Ask yourself: What’s different about this problem? If you’ve seen a similar question before, resist the urge to reuse an old answer. Instead, look for new angles or hidden complexities.
Use the framework as a sanity check, not a crutch. Once you’ve explored the problem thoroughly, then use a framework to ensure your answer is structured and logical.
Engage the interviewer in your thinking. Don’t just present a rehearsed answer—talk through your thought process naturally. Make it feel like a conversation, not a script.
Example: Designing a Smart Fridge Feature Using CIRCLES Framework
Imagine you're asked: "How would you design a new feature for a smart fridge?"
Answer Using a Framework as a Crutch (Poor Approach)
1. Comprehend the Situation
Smart fridges help users manage food and reduce waste.
2. Identify the Customer
Personas: busy professionals, families, and health-conscious individuals.
3. Report Customer Needs
Pain points: forgetting expiry dates, overbuying groceries, and meal planning challenges.
4. Cut Through Prioritization
Focusing on expiry tracking as the key feature.
5. List Solutions
An automated system that tracks expiration dates and suggests recipes.
6. Evaluate Trade-offs
Pros: reduces waste; Cons: might not work for all food types.
7. Summarize Recommendation
A recipe-suggestion feature based on expiry tracking.
Sounds structured, right? But it's also predictable and generic—an answer anyone could give after reading a PM interview book.
Answer That Shows Deep Thinking (Better Approach)
1. Comprehend the Situation
I'd explore how people currently interact with smart fridges. Do they trust automated tracking? Do they even use it?
2. Identify the Customer
Instead of just broad personas, I’d explore behavioral patterns:
Are they proactive planners or last-minute shoppers?
Do they rely on a grocery list or buy on impulse?
How much do they trust technology with food decisions?
3. Report Customer Needs
Instead of just expiry tracking, users might struggle with:
Forgetting what’s already in their fridge
Not knowing when to restock essentials
Not trusting an AI to determine food freshness accurately.
4. Cut Through Prioritization
Rather than focusing on expiry dates, I’d prioritize reducing manual effort in tracking what’s available and predicting future needs.
5. List Solutions
Instead of just expiry tracking, what if we used weight sensors and vision AI? The fridge could detect consumption patterns and predict restocking needs before an item runs out.
6. Evaluate Trade-offs
Pros: reduces both waste and manual tracking; Cons: may need user calibration initially.
7. Summarize Recommendation
Instead of only focusing on expiry dates, I’d suggest a dynamic inventory system that learns from user habits and nudges them to restock essentials before they run out.
This answer still follows a structured approach, but it challenges assumptions, digs deeper into user behavior, and presents a unique, compelling idea.
The Bottom Line
If you treat PM interviews like a checklist of frameworks, you’ll blend into the crowd. If you focus on deep thinking, user empathy, and original insights, you’ll stand out.
So next time you step into an interview, don’t let the framework lead—you lead, and let the framework follow.