August 12, 2026

Outcomes vs Deliverables

On this week’s Ditcherville LIVE session, I was asked:

“What is the difference between outcomes and deliverables?”

Great question!

A deliverable is a THING.

An outcome is a CHANGE.

For example, a podcast booking company might provide the following deliverables:

• A one-sheet
• A vanity domain
• A signup form
• A free guide
• A nurture campaign
• A bunch of podcast bookings

Those are all things.

Outcomes that a buyer believes these deliverables might lead to would be things like:

• More mailing list subscribers
• More paid speaking gigs
• Shorter sales cycles
• More inbound leads

As long as the buyer believes that the deliverables are likely to lead to their desired outcome, they’ll consider buying.

Here’s the thing...

Clients don’t really care about your deliverables - e.g., your one sheet, your style guide, your code, your ad creative, your course, your templates, etc.

What clients really care about is how much they believe their business will be improved after you’re done delivering.

Price the outcome, not the deliverables.

Yours,

—J

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