This is a summary of The “Ends” Game speech by Marco Bertini at Nordic Business Forum Sweden 2019.
These are notes taken during the speech with only very light editing, do expect some mistakes and grammatical errors.
What are my customers literally paying for? If they are paying for anything else than the outcome, you have waste. Waste means opportunities, for you, or someone else. New question for the 3rd customer data wave: How can we measure outcomes to increase efficiencies in the markets with a better outcome/asset for us and customers?
Waste comes from many sources, and subscriptions is key for many markets, to solve different kinds of inefficiencies, by tackling more and more of the exchange:
How can we measure outcomes to increase efficiencies in the markets with a better outcome/asset?
There is a risk to shift to measure and focus on the 3rd wave of data; from customer needs and journeys, to consumption and outcomes. It is that customers need to act in outcome-centric ways.
All my summaries from Nordic Business Forum Stockholm 2019: