DocsProduct

The concepts of Telos, and
where they belong.

One scroll down the spine of the product. Seven concepts, each carrying the smaller ideas that travel with it: a definition on the left, a live example on the right.

Vision

The north star the whole company points at. One active, the root every decision descends from.

Born from
Leadership, set deliberately and rarely
Becomes
The strategies and objectives beneath it
Lives at
Vision
Vision · right now
“Become the system of record for B2B revenue teams.”

Strategy

A durable belief about how you win. It shapes which objectives and bets are worth running.

Born from
The vision, plus what you believe about the market
Becomes
The lens that filters objectives and opportunities
Lives at
Strategy
Strategy · active belief
“Win up-market by making enterprise onboarding effortless.”

Objective

The number you commit to move: one metric, an operator, a target, a deadline.

Born from
The vision, made measurable
Becomes
The thing opportunities are chosen to serve
Lives at
Objectives
Objective · enterprise activation
Lift enterprise activation 34% → 45% by Q3
now 37% · projection incl. active insights: 44%

Insight

The evidence. A verbatim quote, a number, an observation. Never the work itself, only the reason for it.

Born from
A conversation with a customer
Becomes
A reviewed ask, then an Opportunity or Task
Lives at
Insights · every customer page
Travels with an insight
Impact
Its expected delta on an objective, in that objective’s metric unit.
Commitment
The date you communicated to the customer — a promise made outward, not a planning date.
Review
The loop it passes through: statuses, a review team, an accept-or-reject ceremony.
Customer
The customer it’s tied to; everything promised to them rolls up on their page.
Insight · from Northwind
“We can’t roll this out without SSO.”
Northwind, QBR call · Mar 3
ObjectiveEnterprise activation
Expected impact+7pp
Committed dateMar 14
Review teamPlatform

Opportunity

The bet a team runs to move toward an objective, chosen from the evidence, not handed down. It carries discovery to delivery.

Born from
A reviewed, accepted insight
Becomes
A PRD and a stream of tasks
Lives at
Opportunities
On an opportunity
PRD
The product spec it owns, drafted against a template so nothing gets skipped.
Opportunity · Enterprise SSO
Ties toEnterprise activation
StageIn discovery
Evidence3 insights
PRDDrafted

Task

The smallest schedulable unit of work (PREFIX-N). Many roll up to one opportunity; each is owned and traceable.

Born from
An opportunity’s PRD
Becomes
Shipped work that moves the metric
Lives at
The team board · the planning timeline
Around a task
Subtask
A step inside a task; the checklist that keeps one unit of work honest.
Template
A reusable step recipe, each step with a DRI, instantiated onto the work.
Category
How templates are grouped, so the right recipe is easy to find.
Tag
A cross-cutting label that slices work by theme without moving where it lives.
Task · ENG-88
NameSAML handshake
OwnerPriya
OpportunityEnterprise SSO
StateIn progress
Subtasks
Metadata mappingIdP config UISession callbackQA with Okta
Tags
securityenterpriseq3-push

Metric

The measurable indicator an objective moves, in its own unit, with readings over time.

Born from
What the objective needs to prove
Becomes
The line everyone watches trend
Lives at
Metrics
Metric · enterprise activation
37.4% today, up 1.2pp this week, tracking toward 45% by Q3.