Product Outcome
A product outcome is a metric that measures how well the product is moving the business forward by tracking specific customer behavior changes.
Unlike business outcomes (lagging indicators like revenue or churn), product outcomes are leading indicators that measure observable human behaviors within the product that the team either suspects or knows will drive business results.
How do product outcomes work?
Product teams should focus on product outcomes instead of business outcomes because:
- Business outcomes are lagging indicators — They tell you what happened after it's too late to change course
- Product outcomes measure human behavior — They track specific behaviors you can observe and influence
- Product outcomes are within the team's influence — The team can directly impact them through their work
Leading indicators measure a specific change in behavior. And leading indicators eventually drive lagging indicators.
That behavior-change paradigm shift enables product teams to translate each type of lagging business outcome into desired human behavior. That new or different human behavior becomes the product outcome that focuses the work of a product team.
Why do product outcomes matter?
A well-defined product outcome provides a focal point for the product team and serves as a guiding light for their discovery efforts. It helps the team quickly identify and conserve their time and energy for the initiatives that matter most.
Good discovery starts with a clear product outcome. Product outcomes represent how the product team can create business value and should focus on customer behaviors that are within the team's control and influence.
Learn more:
- Empower Product Teams with Product Outcomes, Not Business Outcomes
Related terms:
- Outcome
- Business Outcome
- Leading Indicators
- Product Discovery
Last Updated: October 25, 2025