À atenção das PME exportadoras

Quando cheguei ao fim da leitura de "The Product-Service Shift – Transforming Your Operating Model" pensei: Isto é bom!
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Só depois é que vi que o autor é Geoffrey Moore.
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Muitas PME portuguesas, prisioneiras do marxianismo e da product-based mentality precisam de fazer esta transição para uma service-based mentality:

"In a product company, although we often argue whose job it is to do what, we know overall what scope of work is involved. You have to spec out a set of features customers want, work with engineering to get them built into the product, work with marketing to get the product promoted, work with sales to get it sold, and work with customer support to get it serviced (and to collect a set of enhancement request for the next spec). But that is not at all how a service business works. Service customers don’t want features, they want outcomes. They don’t trust marketing that is outside the service experience; they expect to learn, try, and buy from inside the service delivery envelope. They don’t expect to be sold to, nor do they expect to use customer support unless somehow the service fails to deliver, which is more likely simply to cause them to churn out."

Podem pensar: Treta! As PME portuguesas exportam produtos.
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Sim!
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Sim e não!
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Recordo Dave Gray:

"Everything is Service
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Sure, many services require some level of production efficiency, but services are not processes. They are experiences.
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In the same way, a product can be considered as a physical manifestation of a service or set of services: a service avatar."