Service/experience/transformation
From eg
The service/experience/transformation transitions were first identified by Pine & Gilmore. Their thesis was that businesses (in the developed world) needed to move from commodity/product/service thinking into considering user experience and customer transformation as the primary ways to add value. In contrast to the more materially-minded Natural Capitalism andservice economy models becoming popular at about the same time, P&G focused on aspects of business as theater or as drama. See also goal/mindset/transcend for an analogous view of it, and commodity/product/service for a more fundamental view of how supply and demand form.
