Top Highlights

• Foursquare checkins, tweets, status updates, photo and video uploads, and other kinds of “data exhaust” that you may not even know you’re generating, simply by using your phone and other devices.
• Sure, many services require some level of efficiency, but services are not production processes. They are experiences.
• The value of a service lies in the interactions: it’s not the end product that matters, so much as the experience.
• a company with a service orientation cannot be designed and organized around efficiency processes. It must be designed and organized around customers and experiences. This is a complete inversion of the mass-production, mass-marketing paradigm, which will be difficult for many companies to adopt.
• Co-created value requires a relationship: products can play a role in relationships — even a key role — but products can’t have relationships. The relationship between a company and its customers develops gradually, as customers build trust in the company and its ability to deliver on its promises over time.