Here’s a conversation overheard between an oncologist and the CEO of a technology vendor-
The oncologist said, “If vendors don’t focus on the outcome, how do they know what products or services to provide the customers?”
“Most vendors provide products and services to address the customers’ stated problems,” the CEO said.
“I’m trying to understand,” The oncologist said. “Vendors focus on the customers’ problems, but don’t discuss the outcomes the customers need to achieve. They don’t focus on the end outcome those products or services must enable?”
The CEO nodded.
“Customer problems sound a lot like symptoms in the medical world,” the oncologist said. “A patient will explain the problems they have. We don’t then prescribe treatment. We use the information about the patient to develop a diagnosis. In all cases, we have a specific outcome to achieve for the patient. We then tailor the treatment to achieve that outcome.
It sounds like in the technology world, vendors treat problems. That feels a lot like doctors giving medication to treat symptoms without first having a diagnosis and a clear outcome to achieve for the patient.
It sounds like a vendor that doesn’t focus on outcomes is like a doctor who just treats symptoms.
It’s lucky that technology vendors don’t get sued for malpractice.”