# #4 Outcomes and Outputs

### Make sure you don’t misunderstand the concept of Outcomes Over Outputs.

Be careful. Make sure you don’t misunderstand the concept of Outcomes Over Outputs.

Many people do.

❌ A lot of companies still define and work on outputs (features) without considering the outcomes they want to achieve.

❌ Or, they do it wrong: they decide what to build and then map out the outcomes.

It’s the other way around…

✅ The Outcomes you want to achieve first. Then, map out possible solutions (outputs) that could drive such outcomes. Experiment, gain evidence, and - finally - decide on what to build (the output).

But something else is also happening. The right side of the spectrum.

❌ Some people ONLY care about the outcomes, with an attitude that “outputs” are a bad thing.

This is the misunderstanding.

They are both important. One enables the other. But we need to think Outcomes first.

👉 Define your outcomes. Diverge on possible solutions (outputs). Pick one. Map out your assumptions. Write hypothesis. Test. Gain confidence. Decide what to do (pivot, kill, persevere). Repeat.

Thanks, Joshua Seiden, for pointing this out recently.

PS: If you haven't read Joshua's book yet ("Outcomes over Output"), go and read it. It's a concise and important read, perfect for a commute.

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