British author and poet Rudyard Kipling made famous through Disney’s The Jungle Book provided me some lifelong advice in his fable “The Elephant’s Child”: “I keep six honest serving-men, they taught me all I knew, their names are what and where and when and how and why and who.” In other words, when you ask one important question, always ask the other five.

It is all too easy to conclude that we should shift from products to services and thereby secure recurring revenues, but where are the opportunities? When should I invest? How am I going to do it exactly? Why do I need to do it again? And to whom am I going to provide these services? And what happens if I only sell products?

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Article Published By Juan Phillips of AV Network, October 6, 2014

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