As an aspiring businessman myself, I have often considered why businesses work the way they do. Why do we focus on the means rather than the end? Does process matter as much as making sure that the end goal is reached? Bertini and Koenigsberg focus on this latter question in their book The Ends Game, providing examples and a framework for understanding how companies and businesspeople can build businesses that achieve useful goals. While many marketing theorists list a focus on the customer as foremost for a business, this book outlines how that is possible, and why "the ends game" is so important in creating a framework. This book makes me consider how I can help create solutions to problems for customers or clients, and what steps can be done to ensure this will happen. In my opinion, these ideas tie closely to a culture of hospitality and selflessness that appear to be missing in much of our society. Combined with long-term thinking and vision, I believe these ideas can help overturn the way we think about business practices and produce better outcomes for our customers.

The Ends Game examines what conpanies can do to put the needs of the customers as the paramount consideration in driving their revenue models. It discuss how to minimize wastes in access and pertormance of their products and services.

The book is typically straight forward and academic. Although I think it still has room to improve by adding stories done in a way that’s exciting. It will hook more readers if its more entertaining. The book could have expounded on its stories.

I enjoyed this book for its lean commerce. There were good examples of unbundling or the Progressive snapshot to show you can customise products/services to your customers and improve revenue, all the while reducing access/consumption/performance waste. love the Jobs to de done theory which is taken further in this book with the need for the access/consumption/performance models which will provide your company, a much needed competitive advantage.

Interesting concepts of the future of commerce delivered through an observation of different businesses trends. Will commerce become customer -centric? There are trends showing that subscription service gets its modifications too: pay for what/how much you use is getting power of new cumtomer/business relationship.