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Dave Malouf - @daveixd
Ground Rules For Today’s Climb
1. We can only be “safe” when
2. You can only go as high as
the effort you put in.
3. Imagine optimistically.
4. It’s about the journey, not
5. Capture what you want to
(we’re in this together)
The Plan For the Climb
1. Preparing for the Climb
2. Surveying the Mountain
3. Visualizing the Peak
1. Determining the Best Path
2. Points: Observe, Measure, Learn, Adjust
A question asked:
I was told my goals
are not strategic.
What is a strategic
I will complete X
by Y date.
By completing X, Y,
& Z we will see a
change in these key
results that will tell
us we are trending
towards A, B, C.
We have heard
customers X, Y, Z
request A. If we
build it, we will
By building A, we will
see a rise in our NPS,
and make customers
X, Y, Z into references
that our sales
channel needs to
meet revenue goals.
Missions are not just at the enterprise level,
but also at the division and team levels as well.
Here is the mission from the HPE Helion UX
Team that I was on.
systems and foster
people to deliver
value through the
it be like
Vision answers …
! Why are we bothering?
! What does success look like what when
In your current role, what is your mission?
• 1 Sheet of paper
• Use your post-its
• Personal affinity of
• Write out a short
Share your mission for
you and your team in
your current role.
Two parts of this
Pt. 1 = 15 min.
Pt. 2 = 10 min.
Pt 1. = Share stories. For 2min per
person in your group, share a story
about how your design team works
(good and bad).
People not telling stories, captures
thoughts/notes on post-its.
Pt. 2 = Affinitize. Find commonalities,
nuggets and work to align
The Peak Supports the Purpose by Answering
• What was the pain before?
• What is the solution?
• What is the value to the people it is for?
• What data supports the solution?
• How will we know we were successful?
• Played to customers in front of execs.
• Customer feedback was 100% positive.
• Discussions about changing roadmaps of
• Video still played at all new employee
Desired outcome for …
[Describe the goal]
Who wants it?
[or who should want it? Be as specific
What is wanted?
[also/or what should they want?
Use the user’s language.]
What does it get them?
[What does it actually get them?]
[What is the actual need being solved?]
[What does it get them that is greater
than what they say they want?]
How will they know they have it?
[This is written using sensory terms.]
[List Sufficient and Ideal.]
[This is a long list.]
What stops them from having it now?
[List the obstacles of achieving their goals.]
What is the sequence of steps to achieve it?
[How does the subject get there?]
[What is the immediate next step?]
What negative impact could having it create?
[This is an ecology check.]
What happens if they don’t get it?
[What is their future like if you/they don’t succeed?]
Pretty darned short, I know.
During this exercise, each table will
work through the entire canvas of a
Desired Outcomes template.
• Reference your previous affinity
• Build the canvas as you go. Use
as many big post-its as you like.
• Put Sensory and Sequence on
their own big post-its for sure.
Issues to consider
• How will my company scale?
• What does my team need to learn on the way?
• What path allows me to learn what I need to
know along the way?
• How many stops can I make on the way? Do
those stops have value to me? to my customers?
Building a path
Review the sequence of your
Desired Outcomes against strategic
considerations mentioned previously.
Ping-pong plan against questions
that sets the path.
In your plan, be sure to add in
answers to What are you going to
learn? How are you going to
Principles guide you
1. They tell what is enough?
2. They tell you what is too much?
3. Focus the team.
For principles to be effective …
• They must be created collaboratively across
• They can’t be standards of good practice.
• They need to be differentiators for you and your
• You need examples for good and bad for each
5 min. for each part of this exercise:
• Why won’t you use this?
• What are you going to do to get
past these obstacles?
• Who are you going to partner
• What are you going to do first
when you’re back at work?