"These are outcomes that exist regardless of your product or solution existing. What is the customer trying to achieve, and how is it achieved regardless of our company existing? If we can have the objective truth locked in, we can map our success methodologies to it. That's the core of everything."
Why it matters
When you start with product features and try to fit the customer to them, you sell features. When you start with the customer's outcomes and fit the product to them, you sell results. Only the second one drives retention.