I was given a copy of Outcomes Over Outputs by Joshua Seiden. It’s a very short book with a super clear message: we need to focus on outcomes rather than just designing and delivering outputs like features, code, or other deliverables.

Seiden defines an outcome as “a change in human behaviour that drives business results.” That definition is at the heart of the book’s message: it’s not enough to build things — we have to make sure what we build leads to meaningful change.

He encourages businesses to ask themselves:

• What new user behaviours will this feature create?
• Will these behaviours deliver business value?
• How can we deliver this value sooner?
• How will we evaluate whether it’s actually working?

The author reminds us that features don’t always deliver value. To succeed, the whole team must be focused on creating outcomes — not just outputs. And that means we need strong methods for measuring and testing those outcomes, using tools like data analytics, user research, and MVPs.

He also covers the importance of customer journey maps, understanding user needs, jobs to be done, and identifying valuable user behaviours. Later in the book, he gives practical advice on how to run Agile teams in a way that supports these goals — including what processes to implement and how to lead teams to stay focused on the outcomes that matter most to the organisation.

It’s a thoroughly worthwhile read.

Reference:

Seiden, J. (2019). Outcomes Over Output: Why Customer Behavior Is the Key Metric for Business Success. Sense & Respond Press.