you express your Key

“what are the customer behaviors that drive business results?”

how can we be sure that the stuff we’re making is actually going to deliver value?

The simple answer is that you frequently can’t know in advance. This is why, when working with outcomes, you need a companion tool: the experiment.

Instead of building plans around the outputs that you’ll make, it often makes more sense to plan around themes of work, problems to solve, or outcomes to deliver.

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

To see if our work is actually making a difference, we need checkpoints that are smaller, measurable, and more closely connected to the work that we’re doing. That’s where outcomes are important.

Finding the Right Outcomes

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