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Arguably the most important aspect of the Continuous Value Delivery form of the Product Operating Model is the pursuit of outcomes.
Yes, we have to take on Activities and do them well so that we can…
… Produce Output that is high quality, but it is all in service of…
… Delivering Value in the form of Outcomes (change in human behavior), which will result in…
… Impact (lagging indicators)
However, if we are doing it right, we are delivering enhancements to the software daily if not hourly.
Which begs the question… When do we measure the outcomes and/or the impact?
In true “Coach 3” form, there are three categories, 3 type of Insights, leading to 3 Tactics:
- Categories
- Three Categories of Product Certainty (Usability, Feasibility, Viability)
- Intent or Actionability (Generative, Evaluative, Speculative)
- Three Categories of Product Investment (Appetite, in Strategy/Vision, in Validation)
- Insight Types
- Quantitative
- Qualitative
- Instinctual
- Three Measurement Tactics
- None or Conversational
- Important
- Critical
Choose None or Conversational when…
I love measuring. But there are times when the “juice isn’t worth the squeeze”. The following isn’t an iron-clad flow chart but – if you aren’t going to act on the data, your certainty is high, and both your risk and appetite and is low… you should probably save your calories and “just ship it”.
Choose Important-level measures when…
If you aren’t going to immediately act on the data, but your certainty is mid-to-high, your risk is low-to-mid and appetite is low-to-mid… you should definitely measure. However, it is likely not a set of Launch Effectiveness measures but instead a set of SMART-threshold enabled”Keep, Improve, or Sunset” measures that you’ll use to make future decisions.
Choose Critical-level measures when…
If you have a SMART threshold of Launch Effectiveness measures within the Constellation Metric’s Three Categories, then these measures should be Critical for your squad. Critical measures, if red three weeks in a row become the most important thing and the squad should stop what they are doing and investigate and if-appropriate address the issue.