Marco Bertini is rewriting the rules of commerce. Instead of selling the “means” (products and services), he believes companies should adopt innovative revenue models to pursue the “ends” (actual outcomes). The key: reflect the value that customers actually derive from their purchases.

Bertini is a professor of marketing at Esade and a visiting professor at the Harvard Business School.  He is also a senior advisor to the marketing, sales, and pricing practice at the Boston Consulting Group.  Marco is the co-author of the book The Ends Game: How Smart Companies Stop Selling Products and Start Delivering Value.  He received his doctorate from Harvard Business School and has previously served on the faculty at London Business School.