3 The value created by their products lay not in the physical products but in the outcomes from using them. People buying the Slick Mower were buying tidy lawns, people buying the special tools were buying a rewarding hobby, and so forth. This thinking led them to reconsider the new product – what benefits would it actually provide to the customers? They decided that the key benefit was time saving, which for an orchard manager would mean a saving in wages. Another benefit might be in safety, since most branches could be trimmed from the ground without using a ladder or (worse) climbing up the tree.