Focus on the outcomes. In the digital age, it’s difficult, and sometimes impossible, to predict which product features are needed in the market. Yet often, we plan our features and manage our business cycles as if we know exactly what’s going to work. We manage by specifying outputs—what we’ll make. Instead, we need to focus on outcomes: management needs to declare the business outcomes they wish to achieve and then set up their teams to figure out how to get there. This means that we have to create the conditions in which teams can try different approaches, experiment, learn, and discover
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