If somebody had said in 1984 that he had a vision of people watching Formula 1 from their phones in 2014, he would have been considered mentally ill. In 1994 he could have been hired into a start-up-firm going bankrupt later that year. In 2004 this idea had already landed on Steve Jobs’ office desk. And now in 2014 it’s part of our everyday life! In the end it was all about daring to think in a new way.
I was intrigued to take part in Aalto University’s seminar about Leadership in the productisation of services (LEAPS) a couple of weeks ago. The closing seminar showcased results of the LEAPS –project that had lasted two years. The project focused on identifying and developing open and customer-driven methods for service productisation. LEAPS-project was carried out in collaboration between Aalto University, Tampere University of Technology and Innotiimi Oy.
Here are the 4 most interesting things I learned during the afternoon:
Everything can be viewed as a service
The keynote speaker, professor Anders Gustafsson from Service Research Center in Karlstad University, Sweden had a really interesting presentation. He talked a lot about service logic and that service is a perspective on value creation. The most important thing is to focus on value-in-use, especially on co-creation of value. He also concluded that everything can be viewed as a service. This was something we all agreed with, after hearing that already 70-80% of our GDP is service related. The service sector is constantly growing as traditionally goods based companies are starting to rely more on the service part of their business.
Anders Gustafsson also talked about companies traditionally giving services for free to sell products. This can generally be considered as a big problem. The companies have to make a transformation: customers have to start paying for the services. As a solution to this problem, Gustafsson mentioned bronze, silver and gold levels for customers as an example. You have to find a way to make the service part somehow visible to the customer.
5 steps for successful productisation workshops