Outcomes over Output

Outcomes Over Output: Focusing on What Truly Matters in Product Development

In Outcomes Over Output, Josh Seiden makes a compelling case for why product teams should shift their focus from simply delivering outputs (features, tasks, and deliverables) to driving meaningful outcomes (real-world changes and customer value). Seiden argues that while outputs are easy to measure (e.g., “we shipped the feature”), they don’t always correlate with success. Instead, it’s the outcomes—the positive changes in user behavior or business performance—that truly determine the value of a product.

The core message of the book is that teams often get stuck in a mindset of delivering outputs without asking whether those outputs actually lead to valuable results. Seiden encourages teams to start by asking, “What change in user behavior or business performance are we trying to create?” and then work backward from that desired outcome to decide what to build.

Key points from the book include:

1. Understanding Outcomes: Seiden defines outcomes as the changes in human behavior that lead to business results. For example, increasing the number of users who complete a purchase on your platform is an outcome, while building a new checkout feature is an output.

2. Outcome-Driven Thinking: Rather than focusing on what needs to be built, teams should focus on what behavior needs to change. This mindset ensures that everything built is tied to creating real value.

3. Measuring Success: Seiden emphasizes the importance of setting clear, measurable outcomes from the beginning. Teams should align around specific, actionable goals that have a direct impact on user behavior or business metrics.

4. Avoiding Vanity Metrics: The book cautions against relying on outputs or vanity metrics (like number of features released or total lines of code written) as indicators of success. These may look good on paper but often don’t reflect whether the product is solving the right problems.

Through practical examples and a straightforward approach, Outcomes Over Output guides product managers, designers, and teams to focus on the changes they want to create in the world. It’s about delivering real value, not just ticking off tasks.

If you’re looking to make your work more impactful, this book is a must-read for anyone involved in product development.