Would you rather pay for healthcare or for better health? For school or education? For groceries or nutrition? A car or transportation? A theater performance or entertainment? In The Ends Game, Marco Bertini describes how some firms are rewriting the rules of commerce: instead of selling the means (their products and services), they adopt innovative revenue models to pursue ends (actual outcomes). Ron and Ed are thrilled to have Marco on the show for what promises to be a stimulating conversation.