79 / Create Outcomes That Change Human Behavior

Josh Seiden broke into product development from the designer’s perspective, crafting beautiful things he could be very proud of. Sometimes they worked; sometimes they didn’t change human behavior at all. “That deafening silence that comes when no users engage with your product is just a terrible feeling,” he says. So what we’re always trying to do is generate the maximum outcome from the minimum output.

In this episode of the Product Momentum Podcast, Josh presents a simple but thought-provoking framework, called The Logic Model. The framework introduces three important levels: outputs, outcomes, and impact. Outputs, Josh adds, are the stuff we make. Outcomes are what we get from having made the stuff. Impact is the change in user behavior that drives business results.

To change human behavior, Josh adds, product teams need to do three things: understand how their work aligns with the overall strategy; express that strategy in terms of outcomes – not outputs; and be aware of the big uncertainties that are out there. That requires discovery.

“Discovery may reduce your team’s delivery velocity,” Josh says. “But it also means your product development is more efficient. Prioritizing the things that create value…outcomes over outputs.

Tune in to catch the entire conversation with Josh Seiden.

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