From product sales model to relationship-based mentality

Source : " The practice of adaptive leadership ", R.Heifetz, A.Grashow, M.Linsky, p.22

"In an increasingly flat, globalized third-millenium world, where innovation occurs so quickly, just having the best product at any moment in time is not a sustainable plan. Companies are trying to adapt, as they struggle to move from a transaction-based environment, where products are sold, to a relationship-based environment, where solutions are offered based on trust and mutual understanding."