Write impressive functional specifications

Most of the time, we can see that the functional specification is written as follows:

• Problems, value propositions and objectives
• Features, user experience, and other details

This format is generally okay, and engineers are used to taking over the implementation. However, engineers with more active ideas are often not enough, because they are not sure whether it is worth the effort to do it seriously. That's right. Apart from paying, they need more reasons to persuade themselves to invest their full potential. At its root, such functional specifications only provide what (the problems to be solved, the uniqueness of value proposition, and the long-term goal in the near future) and how (how unique functions, How considerate experience), but the why part is missing.

Simon Sinek has a wonderful example in how great leaders inspire action:

• Ordinary companies perform marketing like this: what is the best computer we have, is it well designed, easy to use, and user friendly. Do you want to buy one? This is what we do in most of our marketing exchanges and promotion methods, how we are different, and then we look forward to others' response. For example, car advertisements are often like this: this is our new model, which is very fuel-efficient and leather-seat. Do you want to buy one? None of these arguments work.
  
• Apple marketing: everything we do is for innovation and breakthrough. We firmly believe that we should think differently (why ). We challenge the status quo by designing our products beautifully, using them easily, and using friendly interfaces (how ). We just made the best computer in this process ). Do you want to buy one? Totally different, right? On the surface, what they do is to reverse the order of transmitted information. In fact, what people buy is not your product, but your philosophy. This also explains that we take it for granted when buying MP3, mobile phones, or other digital products from Apple.

Good functional specifications are also the same:

• The amazing reason (why) is put forward. It is even better to have data to support the number of users or even market value.
• Formulate Design Principles (how), such as ease of use, elasticity, security and reliability.
• Describe the short-term and long-term user experience and functional features (what), so that engineers can access the disk.
  

I hope everyone can write engaging functional specifications!