202107230700 outcomes over outputs
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Outcomes are what the business needs or wants to achieve (e.g., market share growth, loyalty, recognition, etc.). Outputs are the tactics that the business hopes will produce those outcomes (e.g., new features, ad campaigns, etc.). 
- More than one way to deliver on an outcome. Teams need the freedom to use the information they have available or learn to choose their path.
- It drives motivation.
- Between outcomes and outputs lies strategy. This helps focus the organization on strategic thinking.