Learning objective

Set the goal as knowledge gained rather than output produced. You succeed when you can say which method works and why, backed by tests you ran. Choose it when a result is demanded but the working mechanism is still unproven.

Set the goal as knowledge gained rather than output produced. You succeed when you can say which method works and why, backed by tests you ran. Choose it when a result is demanded but the working mechanism is still unproven.

Example

Instead of the quota, the product team's goal becomes: by week six, know which of three buyer segments will pay, judged by 30 interviews and two paid pilots. Hitting zero revenue but naming the segment counts as success.