Outcome
A desired outcome describes the expected impact we want our work to have on either customers or our business.
An outcome is the impact of what we build, not the output itself. For example, Slack integrations are outputs. Customers using and finding value in these integrations are outcomes.
How do outcomes work?
Outcomes are often metrics we want to measure, but they can also be directional while we figure out what to measure. For example, you might want to increase engagement, but not yet be sure how to measure engagement.
What are the different types of outcomes?
Product outcomes measure human behavior and serve as leading indicators of business outcomes. They should be within the influence of the team.
Business outcomes are lagging indicators like revenue, profit, or churn. They move the business forward but are often too far removed from a team's daily work to guide discovery effectively.
Why do outcomes matter?
A well-defined desired outcome sets the scope for discovery. It provides a focal point for the product team and serves as a guiding light for their discovery efforts.
Learn more:
- Empower Product Teams with Product Outcomes, Not Business Outcomes
Related terms:
- Outcomes Over Outputs
- Product Outcome
- Opportunity Space
- Continuous Discovery
Last Updated: October 25, 2025