postGoods are distribution mechanisms for service provision
Part of a series on making service-dominant logic approachable
Work In ProgressEarly Thoughts
The role of goods (both tangible products and intangible ones such as digital goods -eBooks, mp3s etc) is different in our needed service-dominant logic
No longer are goods the main focus, with the blinkers of value-in-exchange etc. Instead goods are distribution mechanisms for services.
We can simpler see goods as taking one of two roles. They are either:
- encapsulating knowledge and skills, allowing the beneficiary to later perform a self service. A hammer allows you to bang your own nails.
- freezing a service to be later unfrozen by the beneficiary. A CD/vinyl/tape freezes a bands performance which is unfrozen when you press play
This is an important shift in thinking. Helping us minimise marketing myopia and to focus on job-to-be-done theory (increasing opportunities for innovation and growth)