Intent

Intent is broader than a goal.

A goal explains what we want to accomplish while intent tells people how to act while pursuing that goal. Without a clearly articulated intent, teams are liable to achieve their goals while working at odds with their organization's vision.

Example

• Goal: Increase DAU by 1.0% by the end of the year.
• Intent: Increase DAU in the long term (3-5 years) by building features people want. Success means increasing the daily engagement of marginal users (L28 < 15) and turning non-users into active users (L28 > 10) while also improving user sentiment. Failure means inflating DAU by repeatedly reactivating low engagement users (L28 < 5) who never move up the engagement curve.