When the word product is used in this book, it generally includes services within its meaning, as opposed to being limited to “hard” products. Chapter 8 will put particular focus on the use of the methods in this book for services.
Services are always utilitarian. As will be discussed in Chapter 8, services (even when their ultimate object is aesthetic, such as a beauty treatment) are simply the substitution of someone else’s efforts for ours. Services save us work, and so they are useful.
“The World’s Most Innovative Companies,” Business Week, April 24, 2006, p. 63.
W. Chan Kim and Renee Mauborgne, “Value Innovation: The Strategic Logic of High Growth,” Harvard Business Review, January 1997, pp. 102–112.