The Power of Outcomes: How to Generate High-Impact Outcomes That Create Enduring Value For Your Company And Yourself

As Category Designers, we get paid for outcomes—not for doing a “good job."

Dear Friend, Subscriber, and Category Pirate,

Category Designers solve critical problems that very few others can solve. 

They do it in a highly innovative way that produces exponential economic value for the people they do it with. We’re talking millions of dollars. Billions, even.

That means when people hire you, they don't want you.

They want the outcomes you’re known for achieving.

Look at Wonder Woman, for example. She can lift heavy things. She can leap tall buildings in a single bound. She can fly through the air. But are those the outcomes she’s known for achieving?

No.

She saves people.

Rescuing people from harm is her superpower. All of her talents simply help her achieve that outcome. It’s why villains fear her and people look to her for protection. As a result, she’s the only woman for the job.

The outcomes you have delivered in your career point to your superhuman ability.

They are part of what we call your Category Superpower.

This is not a skill you wish for that you’ve never done before. It’s the unique combination of skills you currently have that lets you generate exponential outcomes for others—whether that’s financial, emotional, aspirational, or organizational. And these can be for a company, a client, a customer, or a vendor.

You've likely already generated outcomes in your career. 

You just might not realize the magnitude of your impact. 

If you've led cost-saving initiatives that improved profit margins, you’ve generated an outcome. If you've consistently streamlined operations and efficiency everywhere you've worked, you’ve generated an outcome. If you’ve sold, serviced, and/or supported customers, you’ve generated an outcome. If you’ve created products, and marketed and distributed them, you’ve generated an outcome. And, if your category design prowess has been the driving force behind major business transformations, you’ve generated an outcome.

These are all important (and meaningful) results.

But if you don’t understand the power of your outcomes…

• You can’t step into your unique Category Superpower.

• You won’t be able to generate exponential value for employers, customers, or clients.

• You won’t be paid what you’re worth.

Now, let’s go deep into how you can leverage outcomes for personal and professional agency. Not only will this help you understand your value, but it will radically change how you perceive your worth and communicate it to others. And this is critical whether you’re a consultant, creator, entrepreneur, or executive.

(No one is famous for “nothing.” They’re famous for the “thing” they are known for, which makes them famous. That “thing” is also called a category design.)

But first, you have to understand what outcomes are—and what they are not.