There’s no such thing as “the business model”

Although not everyone likes to talk about making money or generating revenue for the company, the fact is that every organization needs funds to survive, grow and develop. For this, we need customers who actually pay us and that’s where the business model comes in.

Before digitalization became such an important development, many companies used a transactional business model where the customer paid for the widget that the company sold, at which point ownership was transferred from the company to the customer. With digitalization, however, the relationship between the customer and the company often becomes continuous, as a consequence of which it’s less obvious how to monetize the offering.