Desired Outcomes & Success Gaps Worksheet
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Steps
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1Please read Lincoln Murphy's article:Understanding Your Customer’s Desired Outcome
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2Fill out the chart below for your users to define their desired outcome.
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Desired Outcome: Required outcome + appropriate experience.Your AnswersExample for a Facebook ads platform (such as AdEspresso):
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What are your users' required outcome?Get new customers with Facebook ads.
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What are your users' appropriate experience? (Recall that this is a differentiator.)Easy-to-use ads platform.
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What are your users' desired outcome?Get new customers with Facebook ads with an ads platform that's easy-to-use.
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3Please read Lincoln Murphy's article:The Success Gap: A HUGE Opportunity You Haven’t Considered
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4Fill out the chart below for your users to define their success gap.
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What is the success gap for your users?
Your AnswersExample for a Facebook ads platform
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What does the functional completion of your product entail?Placing a Facebook ad.
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What is the desired outcome of someone who is using your product?Get new customers with Facebook ads with an ads platform that's easy-to-use.
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What is the success gap between the functional completion and desired outcome?Placing a Facebook ad that is well-written (functional completion doesn't guarantee this).
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What happens if the success gap isn't closed?
If the user places a Facebook ad (functional completion) and it isn't well-written (success gap), they might not get new customers (desired outcome).
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