Inputs, Outputs, or Outcomes

_{[Read time: 2 minutes]}

Here’s the question you need to answer:

Am I selling inputs, outputs, or outcomes?

…ok now let me set the context…

I’ve been thinking deeply about pricing from first principles lately. And I can’t shake this notion:

You can’t price well until you know what you’re actually selling — and both you and the client agree on that.

Let’s break it down:

• Inputs = Time buckets, capacity, access.

• Outputs = Deliverables, assets, tangible things.

• Outcomes = Results, business value, transformation.

This distinction matters — not just for you, but for your clients.

Because pricing is a language that requires a shared understanding.

If you think you’re selling outputs, but the client thinks they’re buying access (inputs), you’re going to end up with scope creep, frustration, or both.

If you think you’re selling outcomes, but the client expects a neat list of deliverables — they’ll keep asking “what exactly am I getting?” while you’re over here trying to move the needle.

So much of pricing confusion — and tension — lives in that mismatch.

Which is why clarity on this one question is everything.

For you.

For them.

For the relationship.

• What are they buying?

• What are you selling?

• And do you both agree on the answer?

That alignment shapes everything: the price, the structure, the expectations, the boundaries.

So before you tweak your rates…or roll out a new offer…or wonder why things feel off — pause.

Start here.

Are you selling inputs, outputs, or outcomes?

Get clear.

And make sure they are too.

That’s where better pricing begins.

Side note: This idea was sparked (again) by a re-listen to a great 2Bobs podcast episode. Highly recommended.

Thank you for reading.

See you next week.

— Peter

P.S. If pricing has been an afterthought, and you’re realizing you’ve been charging without really knowing what you’re selling — that’s the gap I help fix.

This post is the first step.

The next is rebuilding your pricing strategy so it’s clear, aligned, and actually holds up under pressure.

If that’s what you need — start here to (finally) get pricing right.

P.P.S I’m giving a talk (on pricing) at the All-In Agency Summit on May 1, 2025, alongside 24 other consultants and agency owners.

It’s an all-day, virtual event, and free to attend.

Check out the incredible lineup….(then register to join)