A success outcome has two elements. First, it describes a new to-be state. When people buy a movie ticket, the to-be state they hope for is ‘entertained’. When they buy a drill bit the to-be state is a family photo hanging on the wall; when they go to a restaurant the to-be state is a great night out.
Second, the success outcome has an emotional connection for the customer. The to-be state is something they want. The person hanging the family photo wants to feel the satisfaction of hanging the photo. The restaurant goers want the emotional connection with family or friends or the strong business connection.
A success outcome, when achieved, delivers both elements – a new to-be state and emotional satisfaction.