How companies like Dollar Shave Club and Rent the Runway rewrite the rules of commerce by
pursuing outcomes rather than products and services. The seventh book in the Management on the
Cutting Edge series for business professionals looking to do deliver excellent customer service
while maximizing value and revenue. Would you rather pay for healthcare or for better health?
For school or education? For groceries or nutrition? A car or transportation? A theater
performance or entertainment? In The Ends Game Marco Bertini and Oded Koenigsberg describe how
some firms are rewriting the rules of commerce: instead of selling the means (their products
and services) they adopt innovative revenue models to pursue ends (actual outcomes). They
examine companies such as: Dollar Shave Club Rent the Runway Netflix Spotify Michelin Adobe
Pearson And many more! They show that paying by the pill semester food item vehicle or show
does not necessarily reflect the value that customers actually derive from their purchases.
Revenue models anchored on the ownership of products they argue are patently inferior.
