"What if my customer doesn't achieve the full benefit of my product or service because they didn't use it properly or at all? Who’s responsible for ensuring the ideal outcome is reached?"

Ultimately, this responsibility is shared.

It’s up to our customers to actually use the product to receive the benefit.

It’s also up to us to set clear expectations of the value we offer and what’s required of customers so that they know what they’re getting into.

If we fail to set clear expectations, we’re probably going to end up with dissatisfied customers that could be detrimental to our reputation.

For instance, if I were a personal trainer focused on helping people lose weight and build strength, I wouldn’t outline every specific macro nutrient or workout in the initial sales meeting.

Instead, I’d ensure they understand the commitment required—like making significant dietary changes and training consistently 3-5 days a week for several months.

That way it’s clear what will be required of them and they can decide then if they’re in or not.

Then when you deliver, they’ll sing your praises to all of their friends!