Geoffrey Moore introduced the technology sector to the Technology Adoption Life-Cycle (1). He documented the stages every product or service goes through. He explained how growth varies at each stage. It’s slow during the early adopter phase, speeds up during the early majority then slows and declines in the late majority and laggard phases.
Vendors with all of their products in the early majority phase don’t have an immediate problem with growth. For everyone else, growth presents a challenge. Outcome-based vendors understand the Technology Adoption Lifecycle applies to them. So, they constantly plan for new sources of growth. And they use a new lens to plan that growth – the success outcome they serve.
BEND Growth Model
The four types form a somewhat fortuitous acronym – BEND. It’s fortuitous as vendors need a flexible growth planning framework. The industry changes quickly. Vendors need a growth planning process that can adapt or bend to suit the changing environment.
Outcome-based growth planning uses four different types of growth –
Choosing What to Do.
Outcome-based vendors plan for growth regularly. They create lots of innovative ideas. They’ll almost always have too many ideas to implement them all. The next step is to sort and prioritise the ideas then generate a practical action plan.
Outcome-based Customer Success uses a concept called Capability Circles to sort then prioritise the ideas. You’ll then build a practical plan to execute the ideas you’ve chosen.
(1).Crossing the Chasm; Moore, Geoffrey A. 1991 Harper Business