A service-dominant logic approach requires us to stop seeing a goods vs service world where service is a poor relative to goods. And instead, embrace a service-first world where goods help us transport a service.

At first glance, this might seem that we are challenging the over 300-year old goods-dominant view of our world. But it is an evolution in thinking, acting and behaving rather than a revolution. One that requires us to stop seeing a goods vs service world and instead embrace a service-first world where goods help us transport a service.

However, they are unlikely to light up the management world. Or get the attention they need. Given the often confusing words choices, like phenomenological, or using words that have a different meaning than usual, as in the case of institutional.

Let's make service-dominant logic more approachable by doing two things:

• Group premises together into the clear "what", "who" and "how"
• Explore what the definitions really mean

We can view how the world works in two ways. Traditionally, we see a world where we exchange outputs: called goods-dominant logic. Alternately, we could see a world where we exchange how those outputs are created.

By viewing the world through service-dominant logic lens, we remove the absolute focus of goods-dominant logic’s point of exchange. Instead service is seen as the fundamental basis of exchange.

This has many impacts. Not least it encourages us to be more relational, understand value creation differently, and see additional opportunities (reduce marketing myopia, harness circular economy etc).

And that drives opportunities for innovation and growth

Though it can be challenging to switch our lens, given the predominance of goods-dominant logic we observe and are taught daily.