The Duct Tape Marketing Podcast Selling Outcomes Instead of Services
Feb 5, 2026
Joe Pine, author and management advisor who coined the experience economy term, shares why selling outcomes and guiding customer transformations matters. He explains the transformation economy, how to productize lasting change, pricing for outcomes, and messaging that focuses on who customers become. Practical ideas on measuring, guaranteeing, and operationalizing transformations are discussed.
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B2B Transformations Are Means To Aspirations
- B2B buyers purchase offerings as means to an end, so transformations can be easier to define in business contexts.
- Asking successive "why" questions uncovers the aspirational end your product serves.
Move From Insuring To Ensuring Outcomes
- Shift from 'insure' or 'usher' to 'ensure' by preventing harms and restoring customers to whole.
- Offer services that help customers avoid catastrophes or recover fully, not just pay claims.
We Value Transformations Because Time Is Pricier
- Abundance and higher value of time drive demand for transformations over commoditized goods and services.
- People now spend money to change themselves and prioritize time well spent on meaningful experiences.
