Well, I think PMs don't know what work for customers from prior experience. They may think they know, but each business has its own circumstances. It's a must to walk a mile on our customers shoes before we define what they need.

Focusing on the outcome is about define what you want to achieve and then experiment with different ways of getting there. For example, your customer acquisition cost is too high, you need a cheaper one, so your outcome could be reduce 20% the current cost. Instead of defining which solution to implement, you define which value to pursue.