The article highlights the importance of understanding what customers want and how they currently get it in order to create a better solution. Focusing on the outcome rather than category, industry, or product type allows companies to understand their real competitors and deliver value to customers. The author cites examples such as newspapers struggling to adapt to changing reader behavior, highlighting the need for a focus on delivering outcomes over traditional product categories. To make things people want, companies should aim to remove steps, make it possible for more people, or make it possible in more situations. This approach is often adopted by start-ups and involves simplifying existing solutions, reducing costs, or removing barriers to use. The article concludes with the wisdom of Jeff Bezos, who emphasizes that focusing on the things that don't change allows companies to create value and deliver outcomes that customers want.