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Outcome-driven leaders define success based on outcomes, but they don’t stop there. They also treat organizations like products—something they can design, test, and improve.
Steve Jobs was the ultimate example of a leader who managed the company as a product. When asked about which product he was most proud of, he replied:
> You know, making a product is hard, but making a team that can continually make products is even harder. The product I’m most proud of is Apple and the team I built at Apple.
Outcome-driven leaders treat each element of the organization as a “product feature” that exists to help the organization succeed.
These “organizational features” include things like processes, metrics, rituals, reports, structure, data, tools, skills, and behaviors.
Treat Your Company as a Product
Felipe Castro
In my tenure at Amazon I heard him say many times that if we wanted Amazon to be a place where builders can build, we needed to eliminate communication, not encourage it.
Working Backwards
Colin Bryar and Bill Carr
• **Feature Work -** Creating and capturing value by extending a product's functionality and market into incremental and adjacent areas.
• **Growth Work -** Creating and capturing value by accelerating adoption and usage by the existing market.
• **Scaling Work -** Focusing on bottlenecks to ensure the team can continue to move forward and take on new levels of feature, growth, and product-market fit expansion work.
• **Product-Market Fit Expansion -** Increasing the ceiling on product-market fit in a non-incremental way by expanding into an adjacent market, adjacent product, or both.
> *"One of the most common conflicts I've seen is when product leaders try to apply a single development process, measure of success, and strategy to all product work. For instance, while some of the steps can be similar, growth and feature work are fundamentally different and a lot of energy is wasted trying to make them all fit into the same process, success metric, and approach."* **-** **Fareed Mosavat**, **former Director of Product at Slack**
Product Work Beyond Product-Market Fit
Fareed Mosavat & Casey Winters
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