Outcome
An outcome is a measurable change in customer behaviour that creates business value — activation, retention, engagement — not a feature you ship. It sits at the root of an Opportunity Solution Tree and is what every opportunity and solution beneath it is meant to move. Choosing one clear outcome per tree keeps discovery focused.
Related terms
Assumption
A belief a solution depends on. If it turns out to be wrong, the solution fails — so the risky ones are worth testing first.
Assumption mapping
Plotting each assumption by importance and evidence to find which to test first — the high-importance, low-evidence ones.
Continuous discovery
The habit of weekly customer contact feeding product decisions, rather than a one-off research phase before a project.
Customer interview
A story-based conversation that uncovers real needs — you ask about specific past moments, not hypotheticals or opinions.
North star metric
The single metric that best captures the value customers get from your product, used to align the whole team.
Opportunity
A customer need, pain, or desire — phrased as a problem (“I can’t tell which teams are active”), never as a solution.