In an uncertain world it is more important to be outcome-focussed. Why?
Here is a simple metaphor that hopes to shine a light on the difference between engaging stakeholders using solution-driven (aka output-driven) and outcomes-driven (aka values-driven) questions.
Two identical ice cream vendors have noticed that over the past year they have been losing customers. They both want to learn from their customers what they can improve.
The first vendor opts to ask its customers solution-driven questions:
- Do you like the ice cream in our products?
- Do you like the texture of our cones?
- Do you like the chocolate sauce?
- Did the flake meet your needs?
Following analysis of the seemingly positive feedback, the first vendor tweaks their product based on their customer feedback and continues to sell ice cream. Over the next year they continue to loose customers.
The second vendor asks its customers outcomes-driven questions:
- How can we improve our product based on our commitment to offer you (our customers) something refreshing closer to home?
From the feedback, the second vendor learns that his customers have become more health-conscious. He researches new healthier product lines, such as yoghurt ice cream, smoothies & fruit salads, and transforms his business model to reach more customers. The business is growing from strength to strength.
Where's the difference?
The first vendor has made the assumption that ice cream is what their customers want to continue to purchase and have failed to learn that more and more of their customers are becoming more health conscious.
The second vendor has approached the problem from a completely different perspective and as such - with the right type of question - has invited his customers to help him transform (and sustain) his business for the future.
Did you ever think that questions could be that important?
