The world is moving from purchasing the means to enjoying access to the ends of products and services. Would you rather purchase health care or better health? School or education? Professionals are responsible for achieving a result rather than performing tasks. Yet todays professional firms have a business model centered around transactions and outputs rather than transformations and relationships. This book will introduce a revolutionary new business model that offers access, peace-of-mind, convenience, and a frictionless customer experience. The advantages to this model are many, including: Predictable revenue; not selling services, but creating annuities with a lifetime value that far exceeds whatever you paid to acquire them; collective knowledge of your customers, which is a competitive advantage that cannot be duplicated; the customer relationship is at the center of the firm; not pricing a product or service, but rather taking responsibility for creating customer transformations, moving them from where they are to their desired future; the ability to predict demand and plan capacity more effectively; having a larger impact in your sphere of influence and doing exactly those qualities that attracted you to enter the profession in the first place; all the while building a business with annual recurring revenue, which is going to be more valuable when you are ready to sell.

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