\nOutputs: The things you deliver (e.g., features, designs, bug fixes).
Example: “We launched a new onboarding flow.”
\n
\n
\nOutcomes: The results or impact of those outputs (e.g., behavior changes, business growth).
Example: “We increased onboarding completion rates by 25%.”
\n
\n
\n
Outputs are the means to an end. Outcomes are the why behind what you build.
\n\n
2. Why Outcomes Matter
\n
Focusing on outcomes helps you:
\n
\n
Prioritize What’s Important: You’re less likely to build features that don’t move the needle.
\n
Align Teams Around Impact: Outcomes give everyone a shared purpose beyond just “shipping.”
\n
Demonstrate Value to Stakeholders: Outcomes show the real-world impact of your work.
\n
\n\n
3. How to Shift from Outputs to Outcomes
\n
Step 1: Define Clear Goals Start by identifying the specific outcomes you want to achieve. Tie these to user needs and business objectives.
\n
\n
\nWhat to do:
\n
Use frameworks like OKRs (Objectives and Key Results) to set measurable goals.
\n
\nAsk:
\n
“What behavior change do we want to see?”
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“How will this benefit the user and the business?”
\n
\n
\n
\n
\n
\nExample:
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Objective: Improve user retention.
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Key Result: Increase 30-day retention rate from 50% to 60%.
\n
\n
\n
\n\n
Step 2: Map Outputs to Outcomes Every output should serve a clear outcome. If it doesn’t, question why it’s on your roadmap.
\n
\n
\nWhat to do:
\nFor each planned feature, ask:
\n
“What outcome are we trying to achieve?”
\n
“How will we measure success?”
\n
\n
\n
\n
\nExample:
\n
Output: Add a “progress tracker” to the onboarding flow.
\n
Desired Outcome: Increase onboarding completion rates by 20%.
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Success Metric: Percentage of users who complete onboarding.
\n
\n
\n
\n\n
Step 3: Measure Success with the Right Metrics Choose metrics that reflect outcomes, not just activity.
\n
\n
\nWhat to do:
\n
Use leading indicators (e.g., engagement, activation) and lagging indicators (e.g., revenue, retention).
\n
Focus on metrics that directly tie to user value.
\n
\n
\n
\nExample:
\n
Bad Metric: “Number of onboarding screens viewed.”
\n
Good Metric: “Percentage of users who complete onboarding and activate their account.”
\n
\n
\n
\n\n
Step 4: Iterate Based on Results Outcomes guide iteration. If you’re not achieving the desired result, adjust your approach.
\n
\n
\nWhat to do:
\n
\nAnalyze:
\n
“Did the output achieve the desired outcome?”
\n
“If not, why?”
\n
\n
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Use this feedback to refine your product or experiment with alternative solutions.
\n
\n
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Example: If your new onboarding flow didn’t increase completion rates, revisit the user feedback. Are users dropping off at a specific step?
\n
\n\n
Step 5: Communicate Outcomes to Stakeholders Help your team and stakeholders see the bigger picture by focusing on the impact, not just the deliverables.
\n
\n
\nWhat to do:
\nFrame updates around outcomes:
\n
Instead of: “We launched Feature X.”
\n
Say: “Feature X helped us reduce churn by 10%.”
\n
\n
\n
\n
Example: When presenting to leadership, highlight how your work contributed to business goals like revenue growth, user retention, or market expansion.
\n
\n\n
4. Exercises to Build an Outcome-Driven Mindset
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Exercise 1: Outcome Mapping Take a feature you recently shipped and map:
\n\n
The problem it was solving.
\n
The desired outcome.
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The actual outcome (based on metrics).
\n\n
Reflect on whether the feature delivered the intended impact and what you could learn for next time.
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Exercise 2: The “So What?” Test For every item on your roadmap, ask:
\n
\n
“So what?”
\n
“Why does this matter to the user?”
\n
“What impact will it have on the business?”
\n
\n
If you can’t answer these questions clearly, reconsider its priority.
\n\n
5. Common Pitfalls to Avoid
\n
\n
Focusing on Vanity Metrics: Metrics like downloads or page views don’t always reflect true value.
\n
Overloading the Roadmap: Too many features dilute focus and make it harder to achieve meaningful outcomes.
\n
Ignoring Feedback Loops: Outcomes require constant iteration and adjustment based on user behavior.
\n
\n\n
6. Challenge of the Week: Reframe a Current Project
\n
This week, choose one item from your roadmap and reframe it with an outcome-first mindset:
\n\n
Define the problem it solves.
\n
Identify the desired outcome.
\n
Choose a success metric.
\n\n
Share this new framing with your team and watch how it shifts the conversation from “what are we building?” to “why are we building this?”
\n\n
Final Thought
\n
Focusing on outcomes isn’t just a best practice—it’s a mindset that keeps you grounded in what really matters: creating value for your users and driving results for your business.
\n
Because at the end of the day, it’s not about how much you ship—it’s about the impact you make.
\n\n
Keep elevating, Stephen C. Kincaid TheFullStackPM \"Inspire. Ignite. Innovate.\"
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Outcomes, Not Outputs — Measuring What Really Matters
Published about 2 months ago • 3 min read
Dear Product Leaders, How do you define success as a PM? Is it the number of features shipped? The number of user stories completed? Or is it the impact you’ve made on your users and the business? Too often, product managers fall into the trap of focusing on outputs—what gets delivered—rather than outcomes—the results those deliveries create. True product sense comes from aligning your work with the outcomes that matter most. In this issue, we’ll break down how to shift your focus to...
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