Businesses fifteen years ago referred to everything as product, and the focus was on how to make those products robust. A new life insurance policy was referred to as a product, as was software and a laptop computer.
Then products gave way to describing the ability to provide experiences, and the product took a secondary role to the new emphasis on the transactional experience between a consumer and the company’s tangible or intangible products. Success was measured by the quality of experience.
The focus on product experience is transforming into the experience of service. The challenge now is to redefine your output in terms of the service it provides. The shift to focus on service requires learning what your core value is, and translating that to your brand identity. As service becomes the core of the brand of the company, products become its delivery system.