Thank for a thought-provoking article Steve. I’m now challenged with trying to relate your three models to the work of a not-for-profit hospice fundraiser. Good fundraising is all about storytelling (human interest/audience interest) and building long term relationships with the audience. In return they don’t “buy” the product, they support the brand, who provide a service (product) that benefits the audience?
I wonder what your thoughts are on this?