It's all in the Name

Shifting from projects/solutions to a product/outcomes mindset is hard.

And the Names we use for our Epics / Features / Stories make it even harder.

Too often than not, those names are a relic of the original ask, which is typically of the “build it and they will come” nature.

Even as we work on exploring the story, feature benefit hypothesis, and epic bet, we often keep that original name.

Everybody already knows that name, so it’s easier.

But unhelpful.

It reinforces solution/HOW thinking. It focuses on activities or outputs rather than outcomes.

Want an example? Look at Google’s “AI Overview”.

I don’t know if that name was used internally while the feature/initiative was being considered and developed.

Let’s imagine it was.

AI Overview is the solution.

It is the result of exploring the insight that users are increasingly asking complex, multi-step questions that traditional search formats struggle to address efficiently and the hypothesis that it could assist users in quickly finding relevant, high-quality information and engaging with more diverse web content.

“Easier and faster answers to complex searches/questions” could be an outcome-oriented name that keeps everyone focused on the outcome and maintains optionality about the solution.

So …

For the things you’re working on right now (whether they’re Portfolio Epics, Features, PBIs, or even Projects!) …

Try using names that describe the intended outcome/experience.

Use these names to reinforce the product/outcome orientation mindset to all stakeholders.

Use these names as a constant reminder that the WHAT/HOW might shift based on what you have learned.

If you want help applying this outcome-oriented naming discipline in your portfolio and product work, see Figure Out Your Product Operating Model Strategy and Portfolio Agility.