Relentlessly focus on the outcomes

AI tooling is creating a productivity illusion — teams are shipping more code, writing more documents, and closing more tasks, but finishing fewer sprints and delivering less real value to users. The core argument is that artefacts (PRs, documents, task boards) are proxy metrics that companies measure because they're easy, not because they matter. What actually matters is whether users can do something new or better than they could last week. AI makes it dangerously easy to chase rabbit holes and feel productive through churn and motion, while losing sight of actual outcomes. The call to action is to relentlessly focus on user-facing outcomes over internal artefacts.