The lubrication landscape is evolving, but so is the business landscape. Service models abound, whether it's Software as a Service (think Microsoft 365, Salesforce) or Entertainment as a Service (think Netflix, Disney+). Now it's time for industrial service providers to start providing innovative business models. One such company that has been working at this for a number of years is Fluid Intelligence OY. As a provider of lubrication services (flushing, reconditioning etc) they are looking to tie customer payments to customer outcomes. We discussed the challenges of introducing new business models into the market with the CEO of the organisation, Mika Perttula.