01
Business outcome
What measurable thing has to change?
Not "we need a portal". A number that is wrong today and what it should be instead. If nobody can name it, the project has no finish line and no way to be judged.
- Revenue
- Orders lost at checkout, deals stalled in approval, quotes never followed up.
- Margin
- Cost per order, cost to serve a customer, licence spend per seat that nobody uses.
- Processing time
- Hours between an order arriving and it reaching the warehouse.
- Capacity
- How much more volume the same team could carry.
- Errors
- Rework, credit notes, wrong shipments, re-keyed data.
- Risk
- Single points of failure, one person who knows how it works, no tested restore.
Done when: You can state the outcome as "X is n today and needs to be m", and someone in the business would recognise both numbers.
