40. Objectives & Key Results
A framework for setting,
communicating and
monitoring quarterly goals
and results in organizations.
ObjectiveObjective
Objective
Key Result Key Result
Key Result
Key Result Key Result
Key Result
41. North Star
Metric
The North Star Metric is the single
metric that best captures the core value
that your product delivers to customers.
Minutes of music per user/month
Purchases per customer/visit
Total records created per subscriber
56. Needs & GoalsDemographics
Description Tasks & Behaviors Pains & Problems
Lean
Persona
Mark
Male
34 years
Amsterdam
Higher education
Likes specialty stores
Wants to be seen as
hip and trendy
Loves coffee
Commutes on a bike
Drinks 5 coffees a day
Most coffee is bad
No coffee bars on
the way to work
57. Photo by Lex Sirikiat on Unsplash
Job to be Done
62. Lean Experiment Template
Pass
Risky Assumption
What do we believe that might be wrong?
Relevant?
Critical?
Key Outcome
What measurement is the fail condition?
Measurable?
Timely?
Test Actions
Which smallest test gives us fast results?
Repeatable?
Safe-to-fail?
Complete Hypothesis
Which statement captures the whole test?
Predictive?
Falsifiable?
Learning Goal
Which business model area are we exploring?
Outcome Evaluation
What did we learn and what happens next?
Fail
Experiment Number
Experiment Name
Experiment Owner1
2
3
4 5
6
Complete Hypothesis = We believe [this relevant, critical
assumption is true]. We will know we’re wrong when we
[do some repeatable, safe-to-fail actions] and as a result
get [some timely, measurable outcome].
63. Check how
people respond
to the product
Contextualize
Empathize
Synthesize
Hypothesize
Externalize
Sensitize
Systematize