Outcome Objective

An opportunity identified should have a definitive outcome objective that is verifiable scientifically. It does not always need to translate into dollars but it should be quantifiable in some form or qualified through consensus. We often chase the wrong outcomes when obsessed with a dollar ROI, miss inhout on the obvious. Often, however, an opportunity is chased without being rationally qualified. A humongous amount of pseudo-science and house-of-assumptions are built to justify it - that's an agenda. Chase an Outcome "Objective" and not (one person's) Outcome "Agenda".