The “what” — things. Things are the features or user experience elements of a product. What does a product do? How do customers experience the product? What work products (artifacts, reports, analysis) does the offering produce? What are the main tasks accomplished by the product? Things can be thought of as the product experience experience, tasks accomplished, or the work products produced by the customer.
A BPM is not afraid to be paternalistic. They understand that giving users all the choices and information can be burdensome rather than welcome. They believe it’s their job to make decisions easier and this sometimes means making decisions in the best interests of the user. (See last point on good vs evil: a good BPM has reason to believe the behavior they are encouraging improves the welfare of their customers)