The biggest shift needs to happen in our perception of ownership. Especially as consumers, we are hesitant to not own the most important products in our lives. Owning means control. You decide what happens with the product. But owning comes with risk and responsibility too. For example the responsibility to recycling or reselling a product when you don't need it anymore. It's this stage of the lifecycle that is most crucial to change.
Supply chain & retail channels add a lot of overhead in the process of getting goods in the hands of customers. It also makes it hard for companies to be in direct contact with their customers.
We believe companies can only provide great experiences, through direct customer relationships.
Moving from a transactional to a recurring business model will force companies to act responsibly. The biggest shifts that will happen:
Products get multiple owners, companies that make products that last long will benefit the most
In a recurring business model the customers vote with their wallet. They can walk at any given time, requiring companies to do the right things
