You can’t live in customer outcome space… but you should be a frequent flyer there.

Understand customer outcomes thoroughly before entering solution space. The drill bit is the supplier solution; the hole is the customer outcome. For every job, there are scores of outcomes your product could deliver… how fast the hole is drilled, how accurately, how easily centered, how much mess is created, etc. Outcome insight leads to solution brilliance.

More in article, Is Your Innovation Supplier-Centric… or Customer-Centric? (Originally published in B2B Organic Growth newsletter).

Be clear on what you own and what your customers own.

Customers own “outcome” space. You own “solution” space. Don’t let them into your space… unless you want to become a contract manufacturer. Instead, enter their space to understand desired outcomes better than competitors. This lets you deliver unique value in your solutions, which is handsomely rewarded though premium pricing.

More in article, Should You Develop New Products like Steve Jobs? (Originally published in B2B Organic Growth newsletter).