You know all the talk that the U.S. is now a service-based economy – well that’s partially correct. Services are a great way to create an ‘annuity’ for your offers, but only if they deliver real benefits to your customers, of course!

Creating a ‘services’ mentality is not trivial – not it’s creation, implementation and support – especially if you come from a product-oriented business. Instead of a ‘stuff’ production line, with things that are ‘inventoried’ and ‘turned’, it’s a ‘people’ production line – which is very very different, yet powerful.

Wonderful examples of how services have changed industries are Cirque de Soleil, Starbucks, Enterprise Rent-A-Car, University of Phoenix…and many others.