Overview
Don't sell the product; sell the outcome it provides. It's about aligning your incentives with your customers'.
Examples
Rolls-Royce
John Deere
Goldman Sachs
Anduril
Blackstone
Boeing
Novo Nordisk
Palantir
Renaissance Technologies
AIG
Apollo
Axon
Benchmark Capital
CAA (Creative Artists Agency)
CrowdStrike
GE Aerospace
Lockheed Martin
McKinsey & Company
Moody's
UnitedHealth Group
Argenx
Brookfield Asset Management
CME Group
Ecolab
Embraer
EQT
Motorola Solutions
Novocure
Siemens Energy
Trane Technologies
Entegris
IBM- Rolls-Royce's "Power by the Hour" jet engine service
- Energy service companies (ESCOs) for energy efficiency
- IBM's outcome-based IT services
- Philips' "pay-per-lux" lighting service
- Michelin's fleet tire management program
How to cite
Faster Than Normal. “Outcome-based / Pay-for-performance Business Model.” fasterthannormal.co/business-models/outcome-based. Accessed 2026.
Continue exploring
Company
Rolls-Royce
Aerospace engine maker and luxury car brand (cars now owned by BMW).
Company
John Deere
World's largest agricultural machinery manufacturer.
Company
Goldman Sachs
Global investment bank and financial services company.
Company
Anduril
Defense technology company building autonomous systems and AI for the military.