Step 1. Choose a company that provides services to end users. This can be from the automotive industry (the service side), personal care, theatre,...

The term
"service continuum" is often used in the context of "servitization." This is
the notion that even companies that sell tangible goods increasingly earn most of their profits
by selling supporting or related services. Thus to increase profits, many companies pursue a
"service transformation" in which their strategic focus shifts from selling things to
selling outcomes.

One example of a consumer company that is making the
service transition is Amazon. It has moved from selling books to increasingly selling services
such as Alexa and other smart home devices tied into a Prime subscription model. A particularly
interesting service is PillPack, an Amazon company that distinguishes itself from other online
pharmacies by organizing pills in convenient daily packets labeled with instructions for
patients, providing a service rather than just a box of pills.

A
business-to-business example is Rolls-Royce's aircraft engine business. While in the past it
sold engines, now it mainly rents...