A well-crafted outcome doesn’t just define success; it creates the conditions for it. This post describes outcomes that drive clarity, alignment, and energy across your organisation.
“Outcome (noun): an outcome succinctly describes a desired change or impact”
In the world of digital and organisational change, being able to define and communicate a strong outcome is a leadership superpower. Whether you’re working on a product, service, or internal shift, a well-crafted outcome sets direction, aligns teams, and builds momentum. Here’s how to make your outcomes truly effective:
What makes an outcome “good”?
Describes the desired change, not the solution. You don’t need to have the answer upfront. Instead, focus on the future state you want to see. Trust your teams to figure out the best path. Example: “Fewer debtors, in less debt, for less time” describes the change, not how to get there.
Memorable and emotive. Embrace your inner tabloid journalist. Outcomes should be easy to recall and connect with emotionally. They should rally your team around a shared purpose. “Save £3m” is forgettable. “Give time back to colleagues” is relatable and motivating.
Helps to tell the story of the work. If your outcome becomes the phrase people repeat to explain what the team is doing, you’re on the right track. Good outcomes explain the “why?” and should stand the test of time as your product, service or change initiative evolves.
Enables everyday prioritisation - You've hit the sweet spot when a team can use the outcome to guide their next steps without a spreadsheet, framework, or approval. “Does this change give more time back to colleagues than the alternative?” That’s real-time prioritisation.
Builds alignment across teams. Strong outcomes act like organisational glue. They align diverse teams across silos and reduce the need for constant coordination and reporting. If your product, service or platform has multiple outcomes statements or you're stuck in a soup of OKR’s — simplify! You can always break things down later. When everyone works toward the same outcome, leadership becomes lighter and more distributed.
Looks far enough into the future. Aspirational outcomes keep teams motivated over time. Even if they’re never entirely “done,” they provide a north star for continuous improvement.
If you want to drive clarity, alignment, and energy across your organisation, lead with outcomes.
Real-world examples
“Simpler, clearer, faster access to government information and services” – GOV.UK, Government Digital Service
“Fewer debtors, in less debt, for less time” – Welsh Revenue Authority, Debt Team
“Planning data that is easy to use and trust” – Ministry of Housing, Communities and Local Government
“More people, in more work, more of the time, while supporting those who can’t work” – Department for Work and Pensions, Universal Credit
“Improve a claimant’s employment prospects so they can move towards financial independence from the state” – Department for Work and Pensions, Universal Credit Jobs
Tips for writing great outcomes
Start with verbs: e.g., “Reduce…”, “Improve…”, “Make…”
Avoid metrics at first: Focus on meaning, then add targets later.
Make it human: Frame the benefit for users, customers, or colleagues.
Test memorability: If people can’t remember it tomorrow, it’s too complex.
Outcomes come in many forms. They may be part of goal statements or objectives, or form part of a mission or vision statement. However you wrap them up, less is more. John Cutler’s Mandate Levels is mandatory reading!
Struggling to uncover the actual outcome of something? Try asking Emily Webber’s five questions (Miro template). It’s magic.
