Impact Mapping
Created by Gojko Adzic, Impact Mapping is a strategic planning technique that builds a mind-map connecting business goals to deliverables through actors and impacts. Structure: Goal (why are we doing this?) → Actors (who can help/hinder?) → Impacts (how should actors change their behaviour?) → Deliverables (what can we build to support that impact?). It prevents teams from building features disconnected from measurable business outcomes.
How to run it
- 1
Start with the Goal: a measurable business objective (e.g. 'Increase trial signups by 30% in Q2').
- 2
Identify Actors: who can help achieve or block this goal? Include users, partners, internal teams, regulators.
- 3
For each Actor: what impact (behaviour change) do you need from them to reach the goal?
- 4
For each Impact: what deliverables (features, content, processes) could create that behaviour change?
- 5
Map everything visually as a mind-map branching from the Goal.
- 6
Prioritise by asking: which actor/impact combination has the biggest potential effect on the goal?
- 7
Use the map to sequence your roadmap.
Tips
If you can't connect a feature to a specific impact and actor, it probably shouldn't be built.
Impact Mapping is most powerful as a challenge tool: for every proposed feature, demand it appears on the map.
If it doesn't, add it or drop it.',
Variations
Run a '30-minute Impact Map' for quick alignment before a sprint. Combine with OKRs by using key results as the Goals.
Where it fits
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