It's all in the Name

Shifting from projects and solutions to a product and outcomes mindset is hard. The names we use for epics, features, and stories can make it even harder.

Too often, those names are relics of the original ask, usually something in the “build it and they will come” family. Even as we explore the story, feature benefit hypothesis, or epic bet, we keep the original name because everybody already knows it. It is easier, but unhelpful.

The name reinforces solution and HOW thinking. It focuses people on activities or outputs rather than outcomes.

Want an example? Look at Google’s “AI Overview.” I do not know whether that name was used internally while the feature was being considered and developed, but imagine it was.

AI Overview is the solution. It is the result of exploring an insight: users increasingly ask complex, multi-step questions that traditional search formats struggle to address efficiently. The hypothesis is that this could help users find relevant, high-quality information faster and engage with more diverse web content.

“Easier and faster answers to complex searches/questions” would be a more outcome-oriented name. It keeps everyone focused on the intended experience and maintains optionality about the solution.

For the things you are working on right now, whether they are portfolio epics, features, PBIs, or even projects, try using names that describe the intended outcome or experience. Use those names to reinforce product/outcome orientation with stakeholders and to remind everyone that the WHAT/HOW might shift based on what you learn.

If you want help applying this outcome-oriented naming discipline in your portfolio and product work, see Figure Out Your Product Operating Model Strategy and Portfolio Agility.