Main Takeaways: -Identifying the right outcome -Creating value for your customers by avoiding the build trap -MVP is not the first version of your product

1. Think of the Outcome, Not the Output
by Airbnb Global Product Lead
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5. Think of the Outcome, Not
the Output
By Pratik Shah

6. About Me:
Industry Experience: CleanTech + Automotive + eCommerce + Travel
• Global Product Lead @Airbnb
• Director of Product @Overstock.com
• Senior Product Manager @General Motors and Ford Motors
• Research Analyst @ SDSU Research Foundation
An engineer by heart and education with a Master’s in Business
Passionate about – Thinking big & Focusing on customer problems

7. AGENDA:
•What exactly is an ‘Outcome’
•How to think about it – JTBD Framework
•The ‘Build Trap’
•Strategy to put it all together

8. Outcome
Why do we build products ?

9. Outcome
Why do we build products ?
To solve a problem someone is having somewhere, and we think
we can solve it Changes the behavior of this someone after
using your product
(PM are not delivery teams but problem-solving teams)

10. Outcome
Why do we build products ?
To solve a problem someone is having somewhere, and we think
we can solve it Changes the behavior of this someone after
using your product
So what you achieved is the Outcome
“CHANGE IN HUMAN BEHAVIOR WHICH DRIVES RESULTS”

11. How to think about it –
JTBD Framework (Jobs To Be Done)
•It all started with McDonald’s milk shake (Clayton Christensen)
•What ‘Job are your hiring the product to do’
•User Research and Customer Interviews can help but only so
much…
• A user will only be able to tell you their problem (aka job)
• A Product Manager’s job is to find the solution

12. How to think about it –
JTBD Framework (Jobs To Be Done)
•It all started with McDonald’s milk shake (Clayton Christensen)
•What ‘Job are your hiring the product to do’
•User Research and Customer Interviews can help but only so
much…
• A user will only be able to tell you their problem (aka job)
• A Product Manager’s job is to find the solution
•Types of Jobs (Main and Related)
• Main – Task to be completed
• Related – Accomplish in conjunction with the main job

13. How to think about it –
JTBD Framework (Jobs To Be Done)
•What ‘Job are your hiring the product to do’
•User Research and Customer Interviews can help but only so
much…
• A user will only be able to tell you their problem (aka job)
• A Product Manager’s job is to find the solution
•Types of Jobs (Main and Related)
• Main – Task to be completed
• Related – Accomplish in conjunction with the main job
When ___ I want to ___ So I can do ___
Situation Motivation OUTCOME

14. The ‘Build Trap’
Fundamental flaw of how an Agile team operates
Think of a great idea (I think we can do this…)
Convince the rest of the team of ‘that idea’
Feed requirements of ‘that idea’
Engineering teams will magically create software on ‘that idea’
So, we built something because we thought it is awesome, but
we didn’t optimize for the end-result (rather what I feel)

15. The ‘Build Trap’
Fundamental flaw of how an Agile team operates
Think of a great idea (I think we can…)
Somehow convince the rest of the team of ‘that idea’
Feed requirements of ‘that idea’
Engineering teams will magically create software on ‘that idea’
So, we built something because we thought it is awesome, but
we didn’t optimize for the end-result (rather what I feel)
AND NOBODY USES IT

16. The ‘Build Trap’ and how to avoid it
Remove the ‘I think’ – that is focusing on the output
What behavior we want to achieve ?
( Business value, user or customer value) OUTCOME
Identify what your users really want ? VISION
How will we know we succeeded ? METRICS
What sequence will we follow ? STRATEGY
Who do we need ? RESOURCING
PROCESS

17. How to put it all together
Problem Prioritization
Problem #
JTBD (What Job is the user trying to
accomplish) OUTCOME
Severity
(1-5) Metrics
P1 Functional A 1
P2 Emotional B 4
P3 Personal C 2
1. Have you added ‘Outcome’ in your prioritization matrix ?
2. Will this help you change the human behavior (Our core definition
of an ‘Outcome’)

18. How to put it all together
Ask the below questions to yourself:
1. Did I identify the Objective of the user FIRST
2. Did I frame this in the ‘Problem lens’ or ‘feature lens’ ?
3. What job are the users trying to do by hiring the product
(Buying it, using it, subscribing it)
4. Is your solution going to do that job ?
5. How will I measure the change in user behavior?

19. Thank you
Reach me at:
https://www.linkedin.com/in/passionforproduct/

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