“The buck stops here.” (Harry Truman)
The ultimate outputs of any business are value for the customer and revenue for itself. However, most organisations do not interact with customers on these terms: they make their money from selling products and services and promise that value will follow. Given today’s technologies and the opportunity for greater accountability, this habit has become a hindrance. Albeit at different speeds, just about every industry one can think of is heading to a point where money flows to proof rather than promises. The important question is whether the organisation sees what is going on and is ready to change. The session describes this shift with examples from sectors as diverse and consequential as healthcare, education, media and automotive. It also provides a roadmap and straightforward advice on how to design a revenue strategy fit for the digital times we live in.