Goal.
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A company brain, in the tools you already use

The outcome system for people and agents.

Software is cheap now. Choose the right bets. Measure the value, relentlessly. Let delivery run itself.

Public material only. Nothing is stored until you open it.

Goal

Reduce checkout abandonment

Owned by Head of Payments
Read from the Q3 launch deck

Measure

37.8% now·28% by Q4

PostHog · read just now
Nobody typed this

Value
  • One-click retry−4.2 pts
  • Saved cardsshipped, reading
  • No work reaches56% of the goal

Moved by the work sent to move it.
Scored by the reading, not the team.

For heads of product and planning. Plugs into the tools you already run. No implementation programme.

Not another tool. A company brain.

SLACKCLAUDECURSORCHATGPTJIRAMCP
GoalsWhat must change, in one line.
MeasuresRead from source. Nobody types the number.
ValueWhat the work actually moved.
A goal page: the measure read from source, the share of the goal no work reaches, and the outcomes under it scored by how much each moved the parent.
One goal, one number, read from source.The share no work reaches, stated.
Signals

Every customer’s words, with whoever decides, the day they were said.

The signals queue: a customer theme routed to the person who decides, with a prior decline quoted above the buttons.
Grouped, routed, decided.A prior decline of a similar idea sits above the buttons.
signals4 waiting

What customers are asking for

Explore
Defer
90d30d7d
Onboarding

“Opened an account in four minutes on the train.”

Pricing

“Why is the fee different from the quote?”

Checkout12 arrivals

“I had to type my card again and gave up.”

survey · webdecides · Dana R.

Drag the card. Right explores, left defers.

Right

Explore

The question opens for whoever holds the component. A swipe brings the question; a person answers it.

Left

Defer: a week, a month, a quarter

The further the thumb travels, the longer it stays gone. It comes back on its own. Never forever.

Button

Reject costs a reason

Because the reason is quoted back the next time something similar arrives. That is the valuable half.

Arrives from surveys, calls, support, telemetry.
Lands with the person or team who holds it.
Ends as a goal, or a no with a reason.

No integrations. The product builds its own.

Routing

Who decides, answered for every signal and question.

Arrivals
  • “I had to type my card again and gave up.”survey · web
  • “Why can't it remember my card?”call · 2 Sep
  • “Checkout keeps asking for details I've entered.”app store · 3 Sep
Theme
Card details not remembered3 arrivals · this weekcomponent Checkout
Decides
Dana R.holds Checkoutdeclined 14 Mar “Instant refunds” · chargeback exposure. Similar, not the same.
One company, many maps, side by side.
One accountable name per component.
Rules you set once. Narrowest wins.
Duplicates proposed, never assumed.

A hundred times the build capacity. Give it the why.

CLAUDECURSORCOPILOTFACTORYWARPYOUR OWN
The roster

Agents that do the carrying.

The agent roster: measure hunter, strategy drafter, researcher, with the staffing plan for which goals each will work.
A role each. A person each hands to.None of them decides.
The Measure HunterFinds the number, builds the connection.
The Strategy DrafterBreaks a goal into work and questions.
The ResearcherArgues a question from the open web.
The TracerConnects what shipped to the goal it served.

Judgement and taste stay human.

When to start

Four weeks before the thing you dread.

Oct – Dec

Annual planning

Every 13 weeks

The quarterly review

Board · AGM

The board pack

Mid-year

Performance reviews

Any quarter

AI ways of working

Day one

New leader, reorg

Enterprise, today

Enterprise security. Value in minutes.

Your cloud or ours.
Tenancy absolute. Credentials sealed.
Start today. No implementation programme.
CONNECTS ITSELF TO  POSTHOG · JIRA · GITHUB · HOTJAR · ATTIO · SHEETS · TEAMFORM · ANYTHING WITH AN API
Who built this

From the people who model how the largest companies organise.

Goal is built by TeamForm: thirty thousand teams modelled across banking, telco and retail, and a decade of work on how large companies organise for outcomes. Goal is newer, and borrows the people and the taxonomy of work, not the certificate.

“The source of truth for the shape of our business and the work our teams do.”Daniel Barrett, People Programme Lead, Tesco Mobile, on TeamForm

Named customers
Woolworths Group · Tesco Mobile
Security programme
SOC 2 Type II, audited annually · AWS Sydney, London, US
Already in your tools
Claude, ChatGPT, Cursor and Rovo, over MCP
Partners
Team Topologies · Sooner Safer Happier
Shipping

What landed this week.

28 AugThe browser draws the calendar glyph, so it must be told the ground28 AugThe margin of a record names its speakers the same way its header does28 AugA badge sits beside the mark, not inside it28 AugAn agent is a pattern, and motion means tokens are being spent28 AugAn answer ends on the act, and the choice is data

The changelog

Leave it running. Come back to a goal that moved.

Read my companyPricing
Goal.
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