The day I met the “Good cook”
It was one of those rare sunny April days in Amsterdam, where the clouds had finally decided to let the sun take center stage. Michelle and I threw on our jeans, a decent shirt, and took the lift up to the 19th floor. We had a coffee date with Mrs. de Krieger and her husband, Mr. Robert, who, according to his wife, was a “very good cook.”
We’d met Mrs. Krieger weeks before, at the entrance to our building, where our dogs practically forced us into a friendly conversation. She wouldn’t stop insisting we come over for coffee to meet her husband. “Oh, Robert is such a good cook. You have to try his food!”
Now, knowing little about Dutch culture, we were expecting to talk about cooking secrets and maybe walk away with a killer stroopwafel recipe. But as we entered their minimalist apartment, the confusion began to set in. The kitchen was…simple, to say the least. No fancy utensils, no secret ingredients in sight. How could Mr. Robert be such a “good cook” with this setup? What was his secret recipe?
As we settled in, Mr. Robert, with typical Dutch directness, kicked off the conversation:“So, what are you doing in Amsterdam?”
– “I’m a Product Designer at a company called Temper. I came here after spending five years with a marketing firm called Ogilvy.”
– “Oh yes, Ogilvy. We used to work with them,” he said.
Now my brain was spinning. “What does a ‘good cook’ have to do with Ogilvy?”
– “Oh really? How so?” I asked, intrigued.
– “We had a retainer agreement with you guys. Great expertise over there,” he replied casually.
– “Where was that exactly?”
– “At IBM. I was the VP of Marketing at their NY offices.”
Suddenly, it all clicked. The simplicity of Dutch culture unfolded before me. For Mrs. de Krieger, Robert wasn’t some high-powered VP with a monumental influence on tech. At home, Mr. Robert was just a good cook.
But I still had one question gnawing at me: What was his secret recipe? Somehow, he must’ve sensed my curiosity.
When he asked about my experience moving from the Middle East and consulting to Europe and product design, I started rambling about the cultural differences. But then Mr. Robert dropped a gem that stuck with me ever since:
“The biggest challenge that faces any productive team, organization, and society is requirements.”
Requirements: The Secret Recipe for Success
Mr. Robert’s words hit me like a ton of bricks. It’s something I’ve woven into my work as a designer and leader ever since. Requirements — whether poorly defined, misunderstood, or simply absent — are the root cause of most of the issues that block product teams from delivering effectively.
In my experience, moving from discovery to delivery, alignment on requirements becomes the pillar of success. A shared vision, with crystal-clear requirements, ensures everyone is rowing in the same direction. Without this, teams get bogged down, and product development grinds to a halt.
But here’s the thing:
Requirements aren’t just a single piece of paper that gets tossed around. They’re an ecosystem — a living, breathing entity that speaks the language of everyone involved. Whether it’s a Miro map, Notion documentation, a Figma prototype, or something else entirely, the form requirements take can vary widely. There’s no one-size-fits-all approach. Each project demands its own unique recipe, and the secret ingredient is the awareness of their importance.
Aligning on requirements isn’t about finding the magic recipe; it’s about creating one that fits your team and your project. It’s crucial to iterate on this until everyone is not only aligned but genuinely excited about the path forward.
Sam Altman once reflected on whether he should be really proud of the team at OpenAI shipping, or should other companies be really embarrassed.. It’s mind-boggling, really. He pointed out that the inability to ship is one of the biggest issues in the tech world today. And when you trace the problem back to its roots, you often find it’s the requirements — or the lack thereof — that are to blame.
Getting a team aligned on a shared vision is one of the hardest challenges in product design. It’s like herding cats while trying to build the cat carrier. But once everyone is on the same page about what needs to be done and why, the path forward becomes much clearer. It’s the difference between moving in unison or stumbling in confusion.
So, like Mr. Robert’s deceptively simple kitchen, the secret isn’t in the fancy tools or flashy methods. The secret lies in getting the basics right — understanding and aligning on requirements. It’s the foundation upon which successful products are built, and without it, even the most talented teams are destined to flounder.
A Lasting Impact
This was the first and last time we sat with Mr. Robert. He was already facing a serious illness, and shortly after our meeting, he passed away peacefully in his bed.
It’s funny how one conversation with a “good cook” can uncover the missing cherry on top that enables teams to make a great impact. Mr. Robert’s words have echoed in my mind ever since, shaping the way I approach my work. Whether I’m mapping out a project in Miro, documenting in Notion, or prototyping in Figma, I’m constantly reminded that the real challenge isn’t in the tools — it’s in getting everyone on the same page about what needs to be done and why.
Mr. Robert’s wisdom taught me that simplicity and clarity are the secret ingredients to a successful project. As I continue to lead and design, I’ll always remember that it’s not about finding the perfect method; it’s about creating the perfect environment for alignment. And who knows? Maybe that’s what makes a good cook after all.
So, here’s to Mr. Robert — a VP, a cook, and a man who, with a simple conversation, served up a lesson I’ll carry with me for the rest of my career.
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This article was written with the consent of the family of Mr. Robert de Krijger.
