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Why outcome discovery trumps product discovery

January 1, 2020 by Luke Szyrmer Leave a Comment

Discovery, at the product level, makes a lot of sense. You need to figure out exactly what product needs to be built, so that you build something that will hit a sweet spot for your customer. However, what that customer cares about is NOT your product. It’s the outcome your product helps them achieve. Outcomes are clearest in a B2B context. Almost all enterprise sales are driven by 4 factors: increasing revenues, decreased cost, decreased risk, or improved customer experience. For consumers, this isn’t always clear cut. In many cases, though, there are specific objectives the customer is trying to achieve.

And yet, discovering client or stakeholder ideal outcomes is more important than discovering products. It might sound like an academic distinction that has little practical meaning. But actually shifting from products to outcomes is the most important step in moving from a “my company” focus to a “customer-centric” focus. Because a product is still something that only you and your team cares about. An outcome is the main thing your customer cares about.

Filed Under: assumptions, innovation, metrics

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    Luke Szyrmer is an innovation and remote work expert. He’s the bestselling author of #1 bestseller Launch Tomorrow. He mentors early stage tech founders and innovators in established companies. Read More…

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