So let’s review: you can manage a team by telling them what to make: that’s called managing outputs. It’s a problem because features don’t always deliver value. You can manage a team by asking them to target some high-level value, like growing revenue. That’s called managing impact. It’s a problem because it’s not specific enough. What you want is to manage with outcomes: ask teams to create a specific customer behavior that drives business results. That allows them to find the right solution, and keeps them focused on delivering value. Early
