Write solution-free desired outcome statements for a customer job.
The move: convert adjectives into customer metrics. The test is whether two product concepts could be scored against the statement. “Easy” cannot be scored cleanly; “minimize the number of fields a payroll admin must verify manually before submitting payroll” can. Do not sneak the solution into the metric. “Minimize clicks in our dashboard” is product-centered. “Minimize time to identify the exception that blocks approval” leaves room for many solutions.
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