In this episode, Yann Toutant speaks with François Johnston, Founder of Johnston Circular and former Head of Michelin’s Tire-as-a-service business, about why value-based pricing, high reuse rates, and operational excellence are key to making product-as-a-service both profitable and truly circular.
Key takeaways:
Monetize real customer value first: efficiency, peace of mind, and performance drive pricing.
Value-based pricing aligns profitability with circularity, as higher reuse directly increases margins.
Product-as-a-service shifts the model: the story begins at contract signature and success depends on operations.
It is a premium play requiring high-quality products, strong brand trust, and reliable service execution.
Scaling requires a new go-to-market approach: trained sales teams, strong sales kits, and ongoing customer success support.
Need further As-A-Service inspiration? Head over to www.blackwinch.eu and explore our whitepapers, infographics, blog posts, and more on servitization. We've got all the latest subscription insights to fuel your creativity.
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