The document discusses how product managers should focus on managing outcomes rather than outputs. It argues that product managers should identify the customer behaviors and measurable changes that will drive business results. It provides examples of defining outcomes for increasing NPS scores and content consumption. The key aspects of managing via outcomes are setting targeted outcomes, planning experiments to change behaviors to create those outcomes, and continuously sensing and responding to learn and improve outcomes over time.

1. PRODUCT
MANAGERS
SHOULD BE
OUTCOMES
MANAGERS
Josh Seiden
@jseiden
AgileAus18

2. @JSEIDEN
SEIDEN.CO

3. @JSEIDEN
SEIDEN.CO

4. @JSEIDEN
SEIDEN.CO
IMPACT Sell more mattresses
OUTPUT Shoe pads & signs
OUTCOME Get people to lie down
A measurable change
in behavior that
creates business
results.

5. @JSEIDEN
SEIDEN.CO
CASE
STUDY #1
TAPROOT
FOUNDATION

6. @JSEIDEN
SEIDEN.CO
Taproot Foundation
Volunteers Non-Profits

7. @JSEIDEN
SEIDEN.CO
Volunteers Non-Profits
Taproot Foundation
INCREASE NPS!

8. @JSEIDEN
SEIDEN.COSOFTWARE IS CONTINUOUS

9. @JSEIDEN
SEIDEN.CO
OUTPUT
IMPACT Increase NPS
(We don’t know!)
What are the
measurable changes in behavior
that will create this result?

10. @JSEIDEN
SEIDEN.CO
2
1
4 3

11. @JSEIDEN
SEIDEN.CO
2
1
4
3
OUTCOME #1: FASTER EMAIL RESPONSES
OUTCOME #2: MEETING ATTENDANCE
OUTCOME #3: MORE SOCIAL TIME
OUTCOME #4: MORE EARLY MEETINGS
OUR PLAN FOR 2018

12. @JSEIDEN
SEIDEN.CO
OUTCOME
IMPACT
OUTPUT
Increase NPS
Our prioritized list
(We still don’t know!)

13. @JSEIDEN
SEIDEN.CO
OUTCOMES INCREASE AGILITY
MANAGE COMPLEXITY

14. @JSEIDEN
SEIDEN.CO
OUTCOME
IMPACT Lagging indicator
OUTPUT Experiment
Leading indicator
???

15. @JSEIDEN
SEIDEN.CO
CASE
STUDY #2
HBR.org

16. @JSEIDEN
SEIDEN.CO

17. @JSEIDEN
SEIDEN.CO
Buy Team
How can we increase the amount of stuff that
customers purchase from us?
Consume Team
How get we get people to consume more of our
content?
With stakeholders: What are your
business objectives for the quarter?
What are the customer behaviors that
predict those results?

18. @JSEIDEN
SENSEANDRESPOND.CO
3. SHIP STORIES SERVE EXPERIMENTS
4. SENSE DID BEHAVIOR CHANGE?
5. RESPOND LEARN, ADJUST, REPEAT
1. SET OUTCOMES KEY CUSTOMER BEHAVIORS
2. PLAN OUTCOMES -> EXPERIMENTS -> STORIES

19. @JSEIDEN
SEIDEN.CO
BIG
ORG

20. @JSEIDEN
SEIDEN.CO
CASE
STUDY #3
BIG PRODUCT
ORG

21. @JSEIDEN
SEIDEN.CO
LEADERSHIP
SETS TARGETS
TEAMS
PLAN OUTPUT

22. @JSEIDEN
SEIDEN.CO
PRODUCT MGRS
PRODUCT PLAN
LEADERSHIP
SETS TARGETS
TEAMS
PLAN OUTPUT

23. @JSEIDEN
SEIDEN.CO
Commitment: Outcomes

24. @JSEIDEN
SEIDEN.CO
PRODUCT
MANAGERS
ARE
OUTCOMES
MANAGERS

25. @JSEIDEN
SEIDEN.CO
HOW DO I
MANAGE VIA OUTCOMES?

26. @JSEIDEN
SEIDEN.CO
Outcomes:
user and customer behaviors
that drive business results
Ask:
what customer behaviors
predict results?
Plan:
Change behavior to create outcomes
HOW DO I
MANAGE VIA OUTCOMES?

27. @JSEIDEN
SEIDEN.CO
THANK YOU!
SENSEANDRESPONDPRESS.COM
JOSH SEIDEN / @JSEIDEN / JOSH@SEIDEN.CO