Fewer companies than ever are pure 'product' companies. As buyers demand more from suppliers in both consumer and B2B industries, companies in all sectors are struggling to surround their products with services and value-adds that will both attract and retain their customers. This book takes readers through all the logical steps of changing a business from a product creator to a service provider. "I am thrilled with the publication of this much needed book. In my work with businesses around the globe, I find that grappling with the challenge of transforming a company from products to services is a compelling priority for increasing numbers of firms." - Stephen W. Brown, PhD, Carson Chair, Professor and Executive Director, Center for Services Leadership, W. P. Carey School of Business, Arizona State University "This book is a 'must read' for those considering the plunge into service growth and innovation. Even those companies that have already taken the plunge will gain fresh perspective. Service growth and innovation is one of the top strategic imperatives for 21st century businesses. Read this book and see why." - Jim Spohrer, Director, IBM Almaden Research Centre, USA "I am truly excited to see a practical business guide to help companies transform their business model from a products focus to a services orientation. Laurie Young details in very practical ways, the reasons and methodologies for change. The new services economy is driven by our customers and companies who are not listening to their customer's needs will be left behind to flounder in the industrial age. I would recommend this book to every one of my customers." - Douglas Morse, Managing Principal for the Services Transformation and Innovation Group LLC and former Vice President of Strategy and Business Operations for Global Customer Services, Oracle Corp Written by a successful businessman who has been at the heart of these changes in several companies and, with case studies from companies like IBM, Unilever, BT, Michelin, Ericsson and Nokia, this book explores the experience of those who have made the transition; and some who have resisted it. It covers in depth subjects such as: strategic focus, change management, service operations, branding a service business, service sales and service marketing. It is the first major work on this subject.