In this video, Professor Pablo Foncillas points out that "in today's eccentric business world, it seems that we have discovered wildfire: selling results instead of products." It is servicization, and "it is changing the landscape of global business." From drills to light bulbs, "customers pay for the result, not the product."
"The million-dollar question is: are we ready for this change in mentality?" asks the researcher. It's a subtle change, but one with profound implications for how we understand consumption and ownership, he maintains.
How far is all this going to go? Get ready. The answers, in the video...
