9 The Path to Growth and Profit
This path travels from the Territory of Customers to the Territory of Products. It connects the problem (the customer’s need) to the solution (the product) via different itineraries.
People don’t primarily buy products as such, but rather solutions that solve their problems, i.e., that bridge the gaps between the situation they are experiencing and the situation they want. Applying this principle, Michelin® has moved a part of its core business from selling tyres towards selling kilometres. And from most Software as a Service (SaaS) companies, people do not merely buy software but rather solutions.
It is essential to understand what problems need to be solved to propose the best ...
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