The CEO has a major role to play in supporting the successful development of a services business. So to hear a CEO’s perspective is important to learning how to sell power of services within a company, This video from Juan Manrique, CEO of HYDRA, a software solutions company, (especially the 2nd half) gives a great insight into CEO thinking. I first saw it in the Manufacturing Services Thought Leadership Network and noticed how he talks about how to deliver business growth and the strategic implications for the business, such as cash flow, culture, capabilities and risk. He highlights the move from managing a transaction to an outcome. He also discusses with his managers how they need to think differently about their customers as they think how they can support their customers through this trend.