Let's go back to something basic: what's the difference between output and outcome? This is a simple yet complex question. Some might say it is just a matter of semantics but I say the differences ...

Aside from that old story about people wanting horse carriages instead of cars, the move-fast-and-break-things motto is probably the biggest cliché among tech startups. However, in the past years, ...

I’ve run a digital marketing agency since 1999 but it was only in 2015 that we passed $1M in annual revenue, a goal I’ve worked toward for over 15 years. For most of those 15 years my agency’s ...

How do we measure the success of a project? It’s a simple question, but the answer will have a profound impact on product planning. Usually, the responses fall into two categories: outputs and ...

Not all metrics are good metrics. Merely because a brand is well "liked" on Facebook, or has many followers on Twitter, does not mean it is successfully being marketed. And collecting a fishbowl full ...

For too long, governance has been reduced to the production of paperwork, compliance checklists and board reports. Many boards take comfort in approving strategies, signing off policies and publishing ...

I got a wakeup call from reading “You Need to Manage Digital Projects for Outcomes, Not Outputs,” a Harvard Business Review article by Jeff Gothelf and Josh Seiden. The headline says it all. How many ...

For example: the output of a project might be a new process for responding to student queries. The outcomes of that project may be shorter waiting times and increased student satisfaction. There may ...

It’s all too easy to get caught in the web of metrics, algorithm updates, and new SERP features. But what if we’re chasing shadows? The real purpose and benefit of SEO isn’t just increasing pageviews ...