Book

Summary
Oded and I explain that advances in technology have made it possible for firms to collect “impact data” that tell them when and how customers use their products and how those products perform, and that firms can draw on these data to turn products into seamless services. New revenue models will enable transparency, accountability, and efficiency.
We offer real-world examples of how companies in health care, transportation, education, and other sectors are already playing “the ends game,” describing, among other things, the successes of Dollar Shave Club, Rent the Runway, and “pay as you fly” insurance for drone flights. Finally, we outline the challenges in adopting these new models, offering guidance on such issues as criteria for defining an outcome, concerns over data collection, and internal organizational obstacles.
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