The document discusses concepts related to software product development goals. It defines output as the working software built, outcome as changes seen in the world after delivery, and impact as longer term effects seen over time from multiple instances of use. It also discusses how lack of consensus on goals and vision at the start of a project can be deadly, as assumptions of agreement where none exists kill most projects. It recommends communicating goals, vision, and context to the team so they can make decisions, and giving stakeholders enough information to decide whether to proceed with the project.

53. Context'before'and'a-er'
Star%ng(context(describes'the'world'as'it'
is'today'along'with'all'it’s'problems'and'
product'or'change'to'an'exis:ng'product.''The'goal'can'then'describe'how'your'organiza:on'
benefits'from'this'change'by'earning'revenue,'reducing'costs,'protec:ng'exis:ng'market'
share,'or'learning'about'the'market.'
how'much':me'we'have'to'do'so.''A'visible'product'goal'reminds'us'that'success'isn’t'just'
delivering'the'so-ware'but'receiving'the'benefit'from'having'done'so.''The'product'goal'
allows'us'to'make'fineDgrain'tradeoffs'to'maximize'the'benefit'and'reduce'the'amount'of'
so-ware'we'have'to'build'to'get'it.'
Concepts
Output'
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Outcome'
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world'soon'a-er'the'delivery'of'our'
Impact'
Impact’s'what'we'see'over':me,'o-en'a'
long'period'of':me'and'many'instances'of'

88. 3.1 What Kills Most Projects
At the start of any new project, people usually have wildly different
ideas about what success looks like.
We are all in agreement then. Oh.
This can be deadly for projects because although we will all be using
the same words and phrases to describe what we want, it’s only when
we start delivering that we realize we’re all thinking completely different
things.
And the problem isn’t that we aren’t all aligned at the start (that’s nat-
ural). It’s that we start our projects before everyone is on board.
The assumption of consensus where none exists is what kills most
projects.
What we need is something that does the following:
• Communicates the goals, vision, and context of the project to the
the same words and phrases to describe what we want, it’s only when
we start delivering that we realize we’re all thinking completely different
things.
And the problem isn’t that we aren’t all aligned at the start (that’s nat-
ural). It’s that we start our projects before everyone is on board.
The assumption of consensus where none exists is what kills most
projects.
What we need is something that does the following:
• Communicates the goals, vision, and context of the project to the
team so they can make intelligent decisions while executing
• Gives the stakeholders the information they need to help them
make that go/no-go decision on whether or not to proceed with
the project
Ah!What if we did this ...
And the only way to get this is to ask the tough questions.

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