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.