Outcome Engineering explained: Are you measuring what truly drives growth? | Sam Collett

According to Product Talk’s 2026 CDH Benchmark survey, only around 20% of product teams describe themselves as truly outcome-focused, while roughly 30% are still primarily measuring outputs rather than real impact.So, are you measuring what truly drives growth — or just tracking activity?In this episode of Scale-Up Sessions, we’re joined by Sam Collett, Chief Innovation Officer at Eventus.do. Sam introduces the concept of “outcome engineering” — starting with what success looks like and working backwards to identify the actions that truly drive results. He explains why so many organisations fall into the trap of measuring activity instead of impact, why KPIs and dashboards often fail to tell the full story, and how businesses can take a more outcome-led approach to AI and innovation that delivers meaningful value rather than simply adding more activity.Why not keep up to date with Sam via his newsletter: https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7445799737930170368● Follow Martin on LinkedIn: https://www.linkedin.com/in/martinkennington/● Follow Sam Collett on LinkedIn: https://www.linkedin.com/in/collettsam/Scale-Up Sessions is brought to you by Cynergy Bank. To learn more about Cynergy Bank, visit https://www.cynergybank.co.uk/This episode was produced by Flamingo Media. If you want to create a chart-topping podcast, visit www.flamingo-media.co.uk