Outcomes Over Output

These indicators have some important properties. First, they are measures of what people are doing—in other words, they measure behavior. Second, they predict the success that we’re seeking. In other words, they’re outcomes: our indicators are the customer behaviors that drive the business results we’re seeking.

So how do you write better OKRs? One way is to think of Key Results as outcomes. If

both observable and measurable. This

insist that our teams plan in terms of outcomes, then ask repeatedly: “what new behaviors did your work create that are creating value for the business?”

Gothelf, Jeff. Outcomes Mapping https://medium.com/@jboogie/execs-care-about-revenue-how-do-we-get-them-to-care-about-outcomes-5d541a823358

an outcome is a change in human behavior that drives business results. Outcomes have nothing to do with making stuff—though they sometimes are created by making the right stuff. Instead, outcomes are the changes in customer, user, employee behavior that lead to good things for your company, your

our highest priority is to satisfy the customer through early and continuous delivery of value.

Maybe we know that they visit our site after a friend shares an image of one of our shirts on social media.

Instead, think of MVP as the the smallest thing you can do or the smallest thing you can make to learn if your hypothesis is correct. So, to sum up: an MVP is simply an experiment.