Many organisations make things and then engage in techniques designed to encourage customers to buy them. It is a way of thinking that began in manufacturing and it is the rationale for marketing.

We often see the same thinking in services: for example, organisations offer ‘gold’, ‘silver’ and ‘bronze’ service packages. But who wants to be a ‘bronze’ customer?

Services don’t have the constraints of manufacturing. Services can accommodate variety in ways manufacturing can’t. Services can be designed to give each customer exactly, and only, what each customer wants. The customer, in this sense, can be ‘involved’ in production.

It is to shift from ‘what we sell’ to ‘what we do’; it is to cease selling packages and instead sell service.