They are negotiated between the team of designers, product & engineering people on one hand, and the leadership.
Ambitious outcomes work better than SMART goals.
Some learning missions should proceed with performance outcomes. “Improving retention is a useless goal if you don’t understand what causes the churn”.
No individual outcomes. They have to be felt by a multidisciplinary product team.
Don’t chase too many outcomes. One or two per quarter should be enough.
