Outcomes vs Output
Shipping features is output.
Changing behavior is outcome.
Creating value is impact.
Definitions
- Output: What you build
- Outcome: What users do differently
- Impact: Business result
Why Output Is a Trap
- Easy to measure
- Feels productive
- Rarely guarantees value
Outcome-Driven Product Management
- Start with desired behavior change
- Experiment before committing
- Measure learning, not just delivery
Example
Output: Release onboarding flow
Outcome: Increase activation rate
Impact: Higher retention and revenue
Key Takeaways
- Outputs are means, not goals
- Outcomes align teams
- Impact is the ultimate measure