What if your customers aren't looking for better products and services, but for a way for themselves to become better? While the experience economy remains important, Strategic Horizons cofounder B. Joseph Pine II argues that it's not enough to acquire and retain customers in today's competitive environment. He sees the next wave in business as one focused on offering outcomes to customers - and that might even mean only getting paid when customers succeed. He shares how this model might actually reduce risk, what it means in a world of AI and mass personalization, and ways that companies can truly deliver on their promises. Pine is author of the book The Transformation Economy: Guiding Customers to Achieve Their Aspirations.