CIRCLES Method And How To Use It To Get Hired

Updated October 2026 · reviewed for today

In short

The CIRCLES method is a framework for answering product design questions, best known from product manager interviews: Comprehend the situation, Identify the customer, Report the customer’s needs, Cut through prioritisation, List solutions, Evaluate trade-offs and Summarise a recommendation. It was created by Lewis C. Lin and set out in his book Decode and Conquer, now in a fifth edition rewritten for AI-era products.

Table of Contents

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How it works

01

Comprehend and identify

Ask clarifying questions about the goal and constraints, then choose a specific customer segment rather than "everyone".

02

Report and cut

Write down that customer's needs and prioritise them, so the solution targets the most important problem.

03

List and evaluate

Offer several genuinely different solutions and compare them on cost, impact and risk.

04

Summarise

Close with a clear recommendation, what it achieves and what you would test first.

Where you see it today

Interviews in the AI era

CIRCLES remains a standard way to structure product design answers. Lin’s fifth edition of Decode and Conquer is described on his site as rewritten for an AI-transformed product landscape, with the method updated for generative products.

Practising with chatbots

Candidates now rehearse product questions with AI assistants. Lin’s own site warns that chatbots can give confident but flawed guidance, so a framework is useful as a check on whether an answer actually covers the customer, the need and the trade-offs.

When the customer is an agent

In October 2024 Anthropic released computer use in public beta, letting Claude operate a computer by looking at the screen, moving a cursor and typing. As agents act for people, the “identify the customer” step increasingly has two answers: the person, and the software acting for them.

Cheaper prototypes

AI design and coding tools make rough prototypes cheap to build. In real product work, that lets teams test several options from the “list solutions” step with users instead of only arguing about them.

CIRCLES vs other product frameworks

CIRCLES

Main questionWho is the customer, what do they need, and which solution wins?

Use it forProduct design questions and early product ideas

Jobs to be done

Main questionWhat progress is the customer trying to make?

Use it forUnderstanding why people switch products

Design thinking

Main questionWhat do users need, and can we prototype and test it?

Use it forOpen-ended problems that need user research

MoSCoW

Main questionWhat must, should, could and won't we build?

Use it forPrioritising scope for a release

Kano model

Main questionWhich features are basic, performance or delight?

Use it forDeciding which features change satisfaction

How to use it

• Spend the first minutes on clarifying questions; write down the goal and constraints before any solution.
• Pick one customer segment and say why you chose it.
• Rank needs explicitly and state which one you are solving for.
• Offer at least three different solutions, then compare them on impact, cost and risk.
• For AI products, name both the human user and any agent acting for them, and check the design works for each.

The Business Engineer lens

The “identify the customer” step is changing: more products are used by AI agents acting for people, not only by people directly. The Business Engineer looks at what happens as agents take over the computer, and product design has to serve both the person and the agent.

Read: The AI Agent Is Taking Over The Computer →Explore the platform →

Related: Jobs to be done · Design thinking · MoSCoW method · Kano model · STAR method

Frequently asked questions

What does CIRCLES stand for?

Comprehend the situation, Identify the customer, Report the customer's needs, Cut through prioritisation, List solutions, Evaluate trade-offs and Summarise your recommendation.

Who created the CIRCLES method?

Lewis C. Lin, who set it out in his product manager interview book Decode and Conquer.

Is CIRCLES only for interviews?

No. It was built for interview questions, but the same steps work for any early product decision: clarify, choose a customer, prioritise needs, compare solutions and recommend.

How does AI change the CIRCLES method?

Customers may now include AI agents acting for people, and cheap AI prototypes make it easier to test solutions rather than only list them.

Sources

• Lewis C. Lin, Decode and Conquer (5th edition) and the CIRCLES Method
• Lewis C. Lin, Books
• Anthropic (2024), Introducing computer use, a new Claude 3.5 Sonnet, and Claude 3.5 Haiku

The full guide

The complete explainer, cleaned up and reformatted for mobile.

The CIRCLES Method is a framework that guides a complete and thoughtful response to any product design question. The CIRCLES Method is a framework of best practices that Google uses while interviewing candidates for product manager positions.

Understanding the CIRCLES Method

The popular framework – which has been featured on Business Insider – helps candidates answer production design questions through mental cues.

These mental cues are based on fundamental principles of production design. This allows the candidate to respond in a thoughtful, persuasive, and composed fashion instead of saying whatever comes to mind. 

Using the CIRCLES Method, the response will include important aspects of product management, including user empathy, prioritization, and problem definition.

The seven stages of the CIRCLES Method

During the interview, the candidate is encouraged to move through seven stages. Each stage corresponds to a letter which make up the CIRCLES acronym:

C – Comprehend the situation

Begin by considering a few key questions.

Who is the product designed for? Why do customers need it? How does it work? Where and when is it available? How does the business define customer satisfaction? Is satisfaction or another important metric failing to meet targets?

I – Identify the customer

Be prepared and have a list of potential target audiences that will benefit from the product.

Then, in the interview, choose one buyer persona that best supports your argument.

To save time, consider illustrating a buyer persona using a simple matrix that describes user behaviours, needs, goals, and the demographic.

R – Report the customer’s needs

This can be done by creating a user story to delve deeper and understand user needs and their intended benefits.

C – Cut, through prioritization

Narrow the various needs of the customer down to one you feel will have the greatest impact.

Think about how certain needs would be prioritized according to time, money, or other constraints. Here, a prioritization matrix or A/B testing is appropriate.

This stage demonstrates to the interviewer that you can assess the pros and cons of different scenarios and think strategically. 

L – List solutions

For the identified need, list several solutions. Many candidates are great at identifying problems but have difficulty solving them.

Brainstorming frameworks such as the Reversal Method and Attribute Method can help the candidate think on the spot. 

E – Evaluate trade-offs

Evaluation requires that the candidate be analytical, objective, and thoughtful. Trade-off criteria should be defined to better get your point across. Solutions should be analyzed via a pros and cons list. This stage is important because the ability to critique yourself is important in successfully responding to critique from others.

S – Summarise your recommendation

Depending on how well your idea was presented, this last step may be unnecessary. Having said that, some organizations will want to assess your ability to concisely summarise a product proposal.

In no more than 30 seconds, make a product or feature recommendation and reiterate why it is most beneficial to the user. In closing, clarify why your preferred solution is better than the others.

When to Use the CIRCLES Method

The CIRCLES Method is valuable in various problem-solving scenarios

1. Complex Problems: Use it when dealing with complex or multifaceted problems that require a systematic approach.
2. Team Collaboration: Employ it in team-based problem-solving efforts to ensure a structured and collaborative approach.
3. Continuous Improvement: Apply the method to drive continuous improvement by identifying and addressing organizational challenges.
4. Strategic Decision-Making: Use it to support strategic decision-making processes, especially when faced with strategic challenges.

How to Use the CIRCLES Method Effectively

To effectively use the CIRCLES Method, follow these guidelines

1. Define the Problem:
   • Clearly define the problem you aim to solve, ensuring a shared understanding among team members.
2. Identify Components:
   • Break down the problem into its constituent components, factors, or elements.
3. Collect Data:
   • Gather relevant data, information, and insights related to each component of the problem.
4. Analyze and Evaluate:
   • Analyze the collected data to assess the impact and significance of each component.
   • Evaluate potential interconnections and dependencies between components.
5. Generate Solutions:
   • Brainstorm and generate potential solutions or strategies for each component.
6. Prioritize Solutions:
   • Prioritize the generated solutions based on their feasibility, impact, and alignment with organizational goals.
7. Implement Solutions:
   • Begin implementing the selected solutions, starting with those that address critical components.
8. Monitor Progress:
   • Continuously monitor the progress of solution implementation and adjust strategies as needed.
9. Iterate and Refine:
   • Iterate through the process as necessary, refining solutions and addressing any emerging issues.

Drawbacks and Limitations of the CIRCLES Method

While the CIRCLES Method offers a structured approach to problem-solving, it also has certain drawbacks and limitations:

1. Resource Intensity: The method may require significant time and resources, making it less suitable for quick problem-solving needs.
2. Complexity: In some cases, the method’s structured approach may be overly complex for relatively simple problems.
3. Dependence on Collaboration: Effective implementation depends on collaboration and the availability of diverse perspectives within a team or organization.
4. Subjectivity: The prioritization of solutions can be subjective and influenced by individual or group biases.

What to Expect from Implementing the CIRCLES Method

Implementing the CIRCLES Method can lead to several outcomes and benefits:

1. Comprehensive Problem Analysis: Expect a thorough and comprehensive analysis of complex problems.
2. Collaborative Solutions: Foster collaboration and collective problem-solving within teams or organizations.
3. Informed Decision-Making: Support informed decision-making by breaking problems down into manageable components.
4. Continuous Improvement: Drive continuous improvement efforts by systematically addressing organizational challenges.
5. Structured Approach: Implement a structured problem-solving approach that can be applied to various scenarios.

Relevance in Modern Problem-Solving

The CIRCLES Method remains relevant in modern problem-solving and decision-making, particularly in organizations seeking a systematic and collaborative approach to addressing complex challenges. It aligns well with principles of continuous improvement, data-driven decision-making, and team-based problem-solving.

Conclusion

The CIRCLES Method is a structured and systematic framework for problem-solving, designed to help individuals and organizations address complex challenges effectively.

By breaking problems down into manageable components, fostering collaboration, and promoting iterative analysis and solution generation, the method supports informed decision-making and continuous improvement efforts.

While recognizing its potential resource intensity and subjectivity, many organizations continue to rely on the CIRCLES Method as a valuable tool in modern problem-solving and decision-making processes.

Case Studies

• Apple Inc.:
  • Comprehend: Apple understands that its products are designed for consumers seeking user-friendly, premium technology.
  • Identify: They target a wide demographic but often focus on creative professionals and tech enthusiasts.
  • Report: Apple recognizes user needs for seamless integration, performance, and a reliable ecosystem.
  • Cut: Prioritizing design and user experience, they allocate resources accordingly.
  • List: Apple offers various products and models, providing choices to users.
  • Evaluate: They weigh trade-offs between innovation and maintaining a consistent user experience.
  • Summarize: Apple recommends products that deliver a blend of aesthetics, functionality, and user satisfaction.
• Amazon:
  • Comprehend: Amazon serves online shoppers seeking convenience, variety, and competitive prices.
  • Identify: Their customer base includes diverse groups, from book lovers to tech enthusiasts.
  • Report: Amazon understands users’ needs for fast, reliable delivery and an extensive product selection.
  • Cut: Prioritizing logistics and customer experience, they optimize supply chain and delivery services.
  • List: Amazon offers a vast range of products and services, catering to different customer preferences.
  • Evaluate: They analyze trade-offs between profitability and customer satisfaction.
  • Summarize: Amazon recommends products and services that prioritize convenience, choice, and affordability.
• Google:
  • Comprehend: Google’s products are designed for users seeking efficient information retrieval and online experiences.
  • Identify: Their user base spans across demographics, primarily those searching for information online.
  • Report: Google recognizes the need for accurate, relevant search results and simplicity.
  • Cut: They prioritize algorithmic improvements to enhance search quality.
  • List: Google offers various services, from search and email to cloud storage and productivity tools.
  • Evaluate: They assess trade-offs between search speed, ad revenue, and user experience.
  • Summarize: Google recommends products that focus on providing fast, relevant information to users.
• Tesla:
  • Comprehend: Tesla targets environmentally conscious consumers seeking electric vehicles with high performance.
  • Identify: Their audience includes tech-savvy individuals looking for sustainable transportation.
  • Report: Tesla understands user needs for electric, energy-efficient cars with advanced technology.
  • Cut: They prioritize battery technology and electric powertrains.
  • List: Tesla offers different vehicle models, each catering to specific user preferences.
  • Evaluate: They analyze trade-offs between range, performance, and affordability.
  • Summarize: Tesla recommends electric vehicles that combine sustainability, performance, and cutting-edge technology.
• Netflix:
  • Comprehend: Netflix serves entertainment enthusiasts seeking on-demand streaming content.
  • Identify: Their user base includes viewers of various genres and demographics.
  • Report: Netflix understands the need for personalized content recommendations and diverse original programming.
  • Cut: They prioritize data-driven content suggestions and original content production.
  • List: Netflix offers a wide array of movies, series, and documentaries to cater to different tastes.
  • Evaluate: They assess trade-offs between licensing costs and exclusive content creation.
  • Summarize: Netflix recommends content that aligns with users’ viewing history and preferences.
• Uber:
  • Comprehend: Uber’s service is designed for individuals seeking convenient, reliable transportation.
  • Identify: Their user base includes commuters, travelers, and those looking for an alternative to traditional taxis.
  • Report: Uber understands user needs for quick, cashless rides and driver ratings.
  • Cut: They prioritize efficient ride matching and safety features.
  • List: Uber offers various ride options, such as UberX, UberPool, and UberEats for food delivery.
  • Evaluate: They assess trade-offs between surge pricing and rider-driver satisfaction.
  • Summarize: Uber recommends rides that balance convenience, affordability, and safety.
• Airbnb:
  • Comprehend: Airbnb caters to travelers seeking unique and affordable accommodations.
  • Identify: Their user base includes tourists, business travelers, and adventure seekers.
  • Report: Airbnb understands user needs for diverse lodging options and trustworthy host reviews.
  • Cut: They prioritize host quality and property diversity.
  • List: Airbnb offers a wide range of lodging types, from apartments to castles.
  • Evaluate: They assess trade-offs between price competitiveness and listing quality.
  • Summarize: Airbnb recommends accommodations that align with users’ preferences and budget.
• Starbucks:
  • Comprehend: Starbucks serves coffee enthusiasts seeking a premium café experience.
  • Identify: Their customer base includes coffee lovers, professionals, and students.
  • Report: Starbucks understands the need for high-quality coffee, cozy ambiance, and loyalty rewards.
  • Cut: They prioritize coffee sourcing, barista training, and store design.
  • List: Starbucks offers various coffee blends, seasonal drinks, and food items.
  • Evaluate: They assess trade-offs between product quality and pricing.
  • Summarize: Starbucks recommends coffee options and menu items that emphasize quality and comfort.
• Facebook:
  • Comprehend: Facebook’s platform targets individuals seeking social connections and content sharing.
  • Identify: Their user base spans across age groups and demographics.
  • Report: Facebook recognizes the need for user engagement, personalized feeds, and social networking.
  • Cut: They prioritize algorithms that enhance user interactions and content relevance.
  • List: Facebook offers features like Groups, Marketplace, and Stories.
  • Evaluate: They assess trade-offs between ad revenue and user satisfaction.
  • Summarize: Facebook recommends content and connections that foster meaningful interactions.
• McDonald’s:
  • Comprehend: McDonald’s caters to individuals seeking quick-service meals and fast-food convenience.
  • Identify: Their customer base includes families, students, and on-the-go consumers.
  • Report: McDonald’s understands the need for consistent menu items, affordability, and efficient service.
  • Cut: They prioritize fast food preparation and drive-thru efficiency.
  • List: McDonald’s offers a standardized menu with variations for local tastes.
  • Evaluate: They assess trade-offs between menu diversity and operational simplicity.
  • Summarize: McDonald’s recommends meals that provide fast, familiar, and budget-friendly dining options.

Key takeaways

• The CIRCLES Method is a framework that guides complete and thoughtful interview answers concerning product development and design.
• The CIRCLES Method is based on mental cues that represent fundamental principles of product design. Using the cues, the candidate being interviewed can give reasoned, persuasive, and structured answers.
• The CIRCLES Method is based on seven stages that make up the CIRCLES acronym. If the candidate moves through the first six stages with aplomb, the seventh evaluation stage may be unnecessary.

Key Highlights of the CIRCLES Method

• Definition: The CIRCLES Method is a framework used by Google for interviewing candidates for product manager positions. It guides candidates in providing comprehensive and structured responses to product design questions.
• Purpose: The framework helps candidates answer product design questions using mental cues based on fundamental principles of product design. It enables candidates to respond thoughtfully and persuasively rather than impulsively.
• Seven Stages of the CIRCLES Method:
  • C – Comprehend the Situation: Understand key aspects of the product, its target audience, purpose, availability, and business goals.
  • I – Identify the Customer: Choose a specific buyer persona from potential target audiences to support your argument.
  • R – Report the Customer’s Needs: Create a user story to delve into user needs and benefits.
  • C – Cut, Through Prioritization: Prioritize customer needs based on impact, considering constraints like time and resources.
  • L – List Solutions: Generate multiple solutions to address the identified need.
  • E – Evaluate Trade-offs: Analyze solutions using pros and cons criteria, demonstrating analytical and strategic thinking.
  • S – Summarize Your Recommendation: Concisely summarize your preferred solution, emphasizing its benefits to the user.
• Application:
  • Structured Interview Responses: The CIRCLES Method helps candidates provide structured, well-thought-out responses during product manager interviews.
  • Problem Solving: The method assists candidates in brainstorming solutions, evaluating trade-offs, and making recommendations.
  • Demonstrating Skills: Candidates showcase skills like user empathy, prioritization, problem-solving, and communication.
• Benefits:
  • Structured Responses: Candidates can provide comprehensive answers by following the stages of the method.
  • Strategic Thinking: The prioritization and trade-off evaluation stages demonstrate candidates’ ability to think strategically.
  • Effective Communication: Summarizing recommendations concisely highlights candidates’ communication skills.
• Adaptation:
  • The CIRCLES Method is adaptable to various interview scenarios and can be used beyond product management interviews.
  • It encourages a structured approach to problem-solving and decision-making.

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