Although measuring activity can provide a useful way to identify anti-patterns and opportunities for improvement, they are otherwise worthless as a true measure of success because they are uncorrelated to either customer or business value. Measuring outcomes, however, can be much more useful because they are designed to directly correlate to value, and they also embrace the inherent unknowability and unpredictability of most digital endeavours. Working in this way has a lot of upside. Outcomes not only accept that the right solution cannot be known upfront, but they also provide teams with the autonomy, responsibility and ownership needed to solve the right problem the right way, using hypothesis-driven envision/explore methods to find the sweet spot between customer value and business value.