This post from GlaxoSmithKline exec Antonio Nieto-Rodriguez really got me thinking about a new way of selling. Rather than focusing on products or experiences, this article argues that the future might belong to brands who excel at selling “projects.” He uses the case study of how Philips moved from selling medical devices to instead partnering with Westchester Medical Center to develop and launch the entire facility as an example. This is a great article to read and share with your team.
Love non-obvious stories? Get my weekly newsletter with stories like this one along with a short but useful analysis of why it matters … all delivered directly to your inbox every Thursday morning!