Building a new subscription model in a large, successful company is hard enough, but when your company's core competency is manufacturing and the subscription involves content and software, you have to do more than build the new business model. You have to change the way the organization thinks about product management.

With experience, both at PlayStation and at Ford, today's guest, Ross McGregor, will shed light on how to build a service orientation across a product team. Something critically necessary if you're going to build a forever transaction with your customers. In this conversation, he talks about how to put together the business case that merits a strategic bet on subscriptions, how to build support across the organization from the beginning, and when it's time to scale the experiments.

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