Service Flip

Start by identifying the core needs the three product examples are trying to meet: a DVD player, a washing machine and clothes. (The core need of a car, for example, might be “to get me from point A to point B.” It’s not about owning the vehicle necessarily, but providing mobility whenever someone needs it).

Now brainstorm other ways to meet those needs that go beyond having to own that individual product. For each of the three examples, try to come up with a few ideas.

For the last box, flesh out what the new service experience might look like for each. (For mobility, the solution might be car sharing – enabled perhaps by an online platform, GPS technology and maybe even driverless cars).

Now, do steps 1–3 for your own product, starting with the core needs you’re trying to meet, a few ideas about how to solve for these in a new 'circular' way, and a description of a service model approach that could be beneficial for both users and producers.

To wrap up, ask yourself: if I was to offer a service, what systems would need to be in place to ensure a positive result? Which partners would I need to support this change? What feedback or data would be important to have (and which technologies might you rely on to collect it)? Could the data be of benefit to others (e.g. might someone want to buy it)?