How We Ran the 'Purpose Matters' Campaign to Help Teams Deliver Intended Outcomes
summary
A growth team that was missing its outcomes ran a “Purpose Matters” campaign to make people state the why for backlog items and Scrum events. They created a persona called “purpose-guy,” recruited three internal allies plus the product owner, and used meeting feedback plus chat follow-ups to prompt teams to explain purpose; this produced some people pausing to ask “what is this for,” some cross-team curiosity, and partial adoption so far as rollout continues.
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chapters (7)
- 0:00Introduction
- 1:07Campaign purpose
- 2:11Why purpose matters
- 6:14Purpose drives behavior
- 10:11Campaign approach
- 12:23Execution steps
- 14:56Results and next steps
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