For years, I have been a product person through and through. I revelled in the hunt for the latest gadgets and took immense pleasure in buying and owning things. But a nagging feeling persisted – that closet overflowing with barely-used single-use appliances, that perfectly functional gadget relegated to an abandoned corner after a single project. Then, I was introduced to the world of servitization, and suddenly, it became clear that I wasn’t alone. Like countless others, I wasn’t truly chasing ownership (well, in some cases, I confess, the latest smartphone still holds a certain allure!). What I truly desired was usership – the ability to experience the benefit a product offered without the burden of constant acquisition and eventual obsolescence.
This realisation sparked a fascination with servitization, the process of transforming a product-centric business into a service-oriented one. In the B2B world, companies, just like consumers, are now drawn to the prospects and potential of servitization. Servitization offers a future where businesses can cater to this growing desire for usership over ownership, leading to a more sustainable and customer-focused approach. A printer isn’t just a printer; it’s the satisfaction of high-quality marketing materials delivered on time and the frustration of a rarely used machine needing expensive ink refills. Customers don’t just want to buy products; they want to buy outcomes. For a business, it isn’t just about selling a printer; it is about ensuring a customer can depend on having access to a reliable printing solution, with toner automatically delivered and maintenance proactively managed.
Writing a book on servitization has been daunting and exhilarating, and I think Tim Baines & Ali Bigdeli will agree that the collaborative writing process was challenging – it pushed each of us to refine our ideas and convey complex concepts in a clear and engaging way. The research phase was a thrilling intellectual deep dive, and it was inspiring to learn from industry leaders who had successfully implemented servitization strategies. When I finally had the finished book on my table, it was a moment of immense satisfaction. It wasn’t just about putting pen to paper; it was about sharing a vision for the future of businesses.
This journey has been an enriching one. The book has opened doors to speaking engagements and discussions with like-minded professionals, all fuelled by a shared passion for servitization. If you’re curious about servitization and its potential to transform your business, then this book is for you. Let’s start a conversation about the future, which is about more than just products and services; it’s about creating meaningful customer experiences where value transcends products and becomes an ongoing service!