Focusing a product team on outcomes
If you want your team to have a greater impact on your business, its overall mission, and the customers you serve, you need to value the ‘why’ over the ‘what’; you need to focus on the outcomes of your work, the reason behind what you do, and not the outputs, the actions you take to get there.
Any digital product that your team creates should be serving to meet the real needs of your end users.
They don’t care about the methods you employ or how your team is organised, their sole concern is the end result and if it adds value to their lives, so you need to adopt an outcome-centric approach.
Not only will your team benefit from greater flexibility to achieve your desired outcomes, but with clear outcomes established from the start, your team will be more invested and aligned with what it is that customers need.
Being outcome-focused means that invaluable customer feedback is taken into consideration throughout the development of a product, not only once it has been launched.