Summary of The Outcome Generation by Paul Henderson: How a New Generation of Technology Vendors Thrives Through True Customer Success

Three entrepreneurs approach a hungry man. The first asks what the man wants. He replies, “a sandwich,” so the entrepreneur opens a sandwich shop. The second entrepreneur asks the man what his problem is. He says he’s hungry. So the entrepreneur opens a grocery. The third entrepreneur asks the man what his goal is; he says he wants to feel full and nourished. So the third entrepreneur invents a nutritious, filling pill. He’s the entrepreneur who succeeds. Paul Henderson explains why success – especially for tech vendors – hinges on “outcome-driven thinking” that gives clients what they want.

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