Contents

1. Series Foreword
2. Preface
3. Introduction: From Promises to Proof
4. I   Context
5.   1   Unfinished Business
6.   2   Beyond Needs and Journeys
7.   3   Leaner Commerce
8. II   Models
9.   4   Shaving, Rocking Out, and Looking Fabulous
10.   5   Flying Hours, Wash Cycles, and Miles Driven
11.   6   Laughter, Rocks, and Quality of Life
12. III   Action
13.   7   Committing to Outcomes
14.   8   Breaking the Quality Paradox
15.   9   Getting Up Close and Personal
16. 10   Partnering with Customers
17. 11   Making Your Move
18. Index

List of Figures

Figure I.1: Customers seek solutions to their needs and wants. Access, consumption, and performance are natural checkpoints toward these solutions.

Figure I.2: An organization can earn revenue on what it makes (the “means”), on any one of checkpoints, or on the actual solutions sought by customers (the “ends” themselves).

Figure I.3: As the organization moves to align its revenue model with the “ends” sought by customers, efficiency gains convert market potential into actual market value.

Figure 11.1: Organizations exist to (1) satisfy customers via their products and services and (2) earn revenue from them. Being closer to customers is great for the first task, but it creates inefficiency if the organization’s revenue model does not follow suit.