A Thought Experiment: Outcome-Based Pricing for Your Offering
Most companies still set prices the same way: add up costs, check competitor rates, add a margin. It looks rational, but it rarely matches what customers are truly willing to pay.
Why? Because people don’t buy features or effort. They buy the result—the change in their life or business once your solution does its job.
This piece is a thought experiment: what if you priced not for what you make, but for the outcomes you create?
What Is an Outcome?
An outcome is the progress your customer can see and feel once the struggle is reduced or eliminated.
A sales manager: “I waste less time on dead-end leads and spend more time closing deals.”
A diabetic patient: “I don’t need to check my blood sugar every two hours anymore.”
A small business owner: “Payroll no longer eats up my weekends.”
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Here’s the difference:
Features describe what your product does.
Outcomes describe what your customer gains—or no longer has to worry about.
And that’s what they’re actually paying for.
