Creating the outcomes you want

- Outcomes are what customers get when they use a product or service. It's sometimes the physical outcome, and sometimes the intangible outcome. In the marketing world, we often look at something like characteristics as features, and outcomes as benefits, right? The thing that that feature gives you. So let's take our golf ball company, and let's see if we can generate some outcomes to the distance that this golf ball gives our customers and see what kind of idea hooks we can generate. You ready? Come on. So our task is to start to translate the value of this golf ball into outcomes that our customers get it by using it. And so what you want to do is, you want to start to list out different outcomes that our customers get, which I've done for you here. Again, just like with characteristics, we're looking at 14 to 15, somewhere between 10 and 20 is usually enough. I've listed out a number here, about 14 or 15 outcomes…