Determinarea obiectivelor pe baza rezulatului dorit determinat initial.
Teoria e discutata aici:
http://www.whartonsp.com/articles/article.asp?p=352985

"Focus on Desired Outcomes to Identify Multiple Options" si
"Outcome To (Competitive) Objective"
"By asking the customers (users in this case) about the current product, it is usually impossible to get ideas for new products that will satisfy the customers' needs when they see it. Most companies try to focus on marginally improving the existing internal outputs (which lead to the current products or services) by investing in new capabilities. However, if you do this, you are invariably taken to the same playing field as your competitors, and you become vulnerable to competitive risks. You want to deliver what the customer truly wants by using a product or service configuration that is different from existing competitors. This reduces competitive risk without being vulnerable to demand risk. By considering outcomes instead of outputs (products or services), you increase your odds of visualizing multiple internal outputs that lead to new, sometimes radically new, product or service configurations that other competitors are not considering.

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Note added at 39 mins (2009-04-23 17:57:01 GMT)
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In the outcome-objective view:
* Alternatives are defined by the desired outcomes.
* Competitive objectives (this includes your outputs that satisfy the customers' desired outcomes) are stated with greater clarity. (This is the kernel of your business model.)


* Focusing on outcomes makes it easier to identify multiple competitive objectives.


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Note added at 1 hr (2009-04-23 18:39:39 GMT)
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Failsafe Strategies: Profit and Grow from Risks that Others Avoid * By Sayan Chatterjee.