Here we define the business goal or one of the goals we're hoping to achieve for our next phase of product development. For instance, as the owner of an online store, we want to increase purchases.

The goal should be Specific, Measurable, Attainable, Relevant, and Time-based (SMART):

It's also wise to determine how we're going to measure success—how will we know when we’ve reached our goal? The following format is suggested in the Impact Mapping book:

• WHAT: Increase purchases from our online store by 100% in the next three months
• WHERE: Revenue from purchases
• CURRENT: $250,000
• MIN: $375,000
• MAX: $500,000