RR Selling service as a sustainability strategy


A core element of sustainability is that we do more with less natural resources. But our industrial economy doesn’t work that way. Selling services means customers pay for the outcome rather than the product. A common example: we don’t need to own a drill that spends most of its life in a toolbox (product), we need it only when we want to drill holes with it (outcome).

Sharing is an other presentation of sustainability.

But it provide the customers the outcome, one format of a service, rather than a product. Hence, it is hard to be accepted.

Be ambitious to disrupt

Providing a service with a goal of sustainability is a long-term strategy that requires a radically different business model and customer proposition. It cannot simply be a different way of selling. It has to become a different way of doing business and creating a customer relationship. If done right, this approach offers a radically different value proposition that helps you leapfrog the competition.

When designers deal with the sharing designs, we need to think about a new customer relationship.


Doing the traslation of this article gives me a chance to understand this article again.

Deep-seated habits

Ownership and convenience are deep-rooted in our habit. We tend to cling on to the old ways which have been verified by our past experience.

There are always early adopters who are willing to try, but for the mass market to change, it requires clear strategies that remove the barriers and work with the tide of change. If the new model is too radical, we should look for ways to gradually introduce it in small steps and allow customers to try before making a leap of faith. iTunes, for instance, introduced digital music by looking reassuringly like the old music formats.

The last stentance could become an explanation for the existing of Apple’s materialized design. It gives their customers a step to get used to the electronic equipment through a familar interface.

But in 2013, we discussed a lot about the flat design. We compared the style of materialized  design and flat design. We talked a lot about the freedom of flat design. The fomer is talking about the context at that time, and the later is talking about the future context. But I did’t realise the relationships in the past.

The customers at that time for the materialized design are the generation who were used to physical objects and they felt hard to lear new technology. As time goes by, this generation had already been familiar to using an iphone. And the new costemors are the Millennium generation. It’s easy for them to use any new digital product. Hence, Apple fund a great time to make the  change.

This is the covered reason for the swich of design style.

On the book launch for<Design for service> on 22, Mar, 2017, a timeline is introduced.

Precontext—-Context—-Future Context

Considering the before time of a service is a important part of this 物化的服务。考虑前请才能对context了解的更彻底。at that time, we seemed talking about the visual desing style. Acturely it depends on the ability of customer. The change of customers’ ability caused the change of visual style.


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