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SPI n is a framework for product managers and mentors

The term SPIN has two main meanings:

1. SPIN sales: This is the more common value of SPIN. Developed by Neil Rackham in the book "SPIN Selling", this is a question technique for sellers. SPIN stands for:

  • Situation: Questions to understand the client's current situation and needs.
  • Problem: Questions to explore the problems and difficulties faced by the client.
  • Implication: Questions that help the client see the negative consequences of his problems.
  • Benefit (Need-Payoff): Questions that help the customer understand the value of solving their problems and the benefits that your product offers.

2. SPIN framework (software): This refers to a software package for creating 3D virtual environments. It is less common than SPIN sales.

Here's how SPIN is applied to different roles:

  • Startup Development: For startups, SPIN can be used to find clients and test ideas. By asking customers questions about the situation and problems, you can understand their needs and adapt your product accordingly. Imagine a startup creating a new fitness app. They can use SPIN questions to find out if people are frustrated with existing apps (the problem) and why it's hard for them to stay motivated (the consequences). This will help them identify the functions that solve these problems (benefit).
  • Product Manager: Product managers can use SPIN to collect user feedback and understand their needs. Imagine a product manager for a language learning application. They can use problem questions to find out what users find difficult in learning languages, and then questions about the consequences to understand how these difficulties affect their progress. This will help them prioritize features and enhancements.
  • Mentors: Mentors can use SPIN to help their mentees solve problems. Questions about the situation can help you understand the current state of affairs and the goals of the ward. Questions about the problems can help to understand more deeply the specific difficulties that he is facing. Questions about the consequences may make him think about the impact of these problems. Finally, questions about benefits can help him develop solutions and evaluate potential benefits.


Imagine a funnel where the top is wide and the bottom is narrow.

  • Top (wide): Questions about the situation cover a wide range of issues, gathering general information.
  • The middle: Questions about problems narrow the focus by identifying specific difficulties.
  • Bottom (narrow): Questions about consequences and benefits focus on the most pressing issues and the value of solutions.

Following this sequence, you will be able to have focused and productive conversations using the SPIN framework.

An example from my experience in R_Keeper (Restaurant management software)

When using SPIN in a problematic interview, I used only SPI (Situation, Problem, Consequences). Questions about benefits are not always necessary in such situations.

Examples of interview questions

Situational issues:

  • How do you manage summer cafes now?

Problematic issues:

  • What are the difficulties in managing the menu?


  • Were there any difficulties in accounting for additional sales by waiters?

P.S. If you have any questions, write in private messages. We can disassemble your cases)

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