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    Outcomes over Output: Why Customer Behavior Is the Key Metric for Business Success
    Outcomes over Output: Why Customer Behavior Is the Key Metric for Business Success
    Outcomes over Output: Why Customer Behavior Is the Key Metric for Business Success
    Ebook70 pages1 hour

    Outcomes over Output: Why Customer Behavior Is the Key Metric for Business Success

    By Joshua Seiden

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    About this ebook

    In the old days, when we made physical products, setting project goals wasn't that hard. But in today's service - and software-driven world, "done" is less obvious. When is Amazon done? When is Google done? Or Facebook? In reality, services powered by digital systems are never done. So then how do we give teams a goal that they can work on? Mostly, we simply ask teams to build features - but features are the wrong way to go. We often build features that create no value. Instead, we need to give teams an outcome to achieve.

    Using outcomes creates focus and alignment. It eliminates needless work. And it puts the customer at the center of everything you do. Setting goals as outcomes sounds simple, but it can be hard to do in practice. This book is a practical guide to using outcomes to guide the work of your team.

    LanguageEnglish
    PublisherSense & Respond Press
    Release dateJul 2, 2020
    ISBN9781393721772
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      Book preview

      Outcomes over Output - Joshua Seiden

      Outcomes Over Output

      Contents

      Principles for the Next Century of Work

      Other Books from Sense & Respond Press

      Outcomes Over Output

      What Are Outcomes?

      Using Outcomes

      Outcomes-Based Planning

      Organizing for Outcomes

      Outcomes for Transformation

      Conclusion

      Reading List

      Acknowledgments

      About the Author

      Outcomes Over Output

      Why customer behavior is the key metric for business success

      Joshua Seiden

      Sense & Respond Press

      Principles for the Next Century of Work

      Sense & Respond Press publishes short, beautiful, actionable books on topics related to innovation, digital transformation, product management, and design. Our readers are smart, busy, practical innovators. Our authors are experts working in the fields they write about.

      The goal of every book in our series is to solve a real-world problem for our readers. Whether that be understanding a complex and emerging topic, or something as concrete (and difficult) as hiring innovation leaders, our books help working professionals get better at their jobs, quickly.

      Jeff Gothelf & Josh Seiden

      Series co-editors Jeff Gothelf and Josh Seiden wrote Lean UX (O’Reilly) and Sense & Respond (Harvard Business Review Press) together. They were co-founding Principals of Neo Innovation (sold to Pivotal Labs) in New York City and helped build it into one of the most recognized brands in modern product strategy, development, and design. In 2017 they were short-listed for the Thinkers50 award for their contributions to innovation leadership. Learn more about Jeff and Josh at www.jeffgothelf.com and www.joshseiden.com.

      Other Books from Sense & Respond Press

      Lean vs. Agile vs. Design Thinking

      What you really need to know to build high-performing digital product teams

      Jeff Gothelf

      Making Progress

      The 7 responsibilities of the innovation leader

      Ryan Jacoby

      Hire Women

      An agile framework for hiring & retaining women in technology

      Debbie Madden

      Hiring for the Innovation Economy

      Three steps to improve performance and diversity

      Nicole Rufuku

      Lateral Leadership

      A practical guide for agile product managers

      Tim Herbig

      The Invisible Leader

      Facilitation secrets for catalyzing change, cultivating innovation, and commanding results

      Elena Astilleros

      The Government Fix

      How to innovate in government

      Hana Schank & Sara Hudson

      What CEOs Need to Know About Design

      A business leader’s guide to working with designers

      Audrey Crane

      OKRs At The Center

      How to use goals to drive ongoing change and create the organization you want

      Natalija Hellesoe & Sonja Mewes

      To keep up with new releases or submit book ideas to the press check out our website at www.senseandrespondpress.com

      Copyright © 2019 by Joshua Seiden

      All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher.

      Issued in print and electronic formats. 0911732

      ISBN 978-1-0911732-6-2 (paperback)

      Editor: Victoria Olsen

      Designer: Mimi O Chun

      Interior typesetting: Jennifer Blais

      Published in the United States by Sense & Respond Press

      www.senseandrespondpress.com

      Printed and bound in the United States.

      Outcomes Over Output

      What Are Outcomes?

      In 2006, I was working on Wall Street for a brokerage that served the the largest institutional money managers in the world. Our system allowed their traders to buy and sell stocks on a massive scale; millions of shares of stock flowed through our system each day. Traders used our simple but powerful trading app to place their trades, and almost everything was perfect. There was one problem though: our business was built on a single type of trade. Although we were the best place in the world to make that kind of trade, we knew that if we were going to survive, we would need to diversify, to offer other trading styles to our customers.

      Our founder and CEO, a visionary who had started two successful companies before starting this one, was confident he had the answer: replace our trading application with a new app—one that would support other trading styles. This new app would diversify the services we offered to traders, and protect the future of our business.

      So the product team got to work: we designed and started building an ambitious new trading app. When it was done, it would be unparalleled in terms of look, feel, and function. But two years later, we still hadn’t shipped anything. Leadership shut the program down. Despite the fantastic technical and design talent working diligently, the program had been a failure.

      What went wrong? We had just spent two years making stuff. And we picked the wrong stuff to make. Sure, the design

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