Discover how to build the right product by focusing on outcomes rather than outputs in this 43-minute conference talk from GOTO Aarhus 2012. Learn why traditional metrics can be flawed and explore the Target Outcome framework for creating valuable products. Gain insights into developing useful value metrics, tracking value incrementally, and conducting guerrilla user testing. Explore topics such as measuring progress, deep understanding, web analytics, and the importance of removing inessential elements. Understand the concept of goal posts, the interconnectedness of product development, and the power of options thinking. Dive into strategies for delivering, measuring, and adapting products, as well as addressing product bottlenecks and improving brand awareness. Apply these principles to create more effective user stories and ultimately build products that truly meet user needs.