In 30 seconds
- Four levels: Why, Who, How, What.
- Connects deliverables directly to business goals.
- Exposes features that don't serve any goal.
The four levels
| Level | Question |
|---|---|
| Why | What business goal are we after? |
| Who | Whose behaviour can help or hinder it? |
| How | How should their behaviour change? |
| What | What could we build to cause that change? |
Gojko Adzic introduced the technique in his 2012 book Impact Mapping.
A short example
Why: grow repeat purchases 10%. Who: returning customers. How: reorder faster. What: one-click reorder, order history, reminder emails.
Why it helps
Every deliverable traces back to a goal. Ideas with no path to the goal are easy to cut. It also invites cheaper ways to reach the same behaviour change.
Myth vs reality
Myth · An impact map is a feature list.
Reality · Features are the last level; goals and behaviours come first.
Myth · Every branch must be built.
Reality · Pick the most promising branches and test them.
Myth · It's a one-time workshop.
Reality · Update it as you learn which impacts work.
FAQ
How long does a session take?
A first map often takes one to two hours.
Who should attend?
Product, business stakeholders and the delivery team.
How does it relate to OKRs?
The goal level often maps neatly to an objective and key result.