GoKawiilEntrepreneur op-ed urges manufacturers to treat customer-journey tools as products
In an Entrepreneur contributor piece, the founder of ÉLITER Packaging Machinery argues that companies should expand their definition of a 'product' beyond the physical machine or software itself. He describes features like interface buttons, order-process improvements and internal conversion logs as products in their own right, since they shape the customer experience even when customers never directly see them.
GoKawiil's interpretation of the reporting above, not reported fact.
The author's framing suggests that manufacturers focused narrowly on product specs and pricing may be missing opportunities to differentiate through service design, usability and support. This reflects a broader industry trend of treating customer experience as a competitive lever, though the claims here are drawn from one founder's personal business philosophy rather than data.
- A 'product' can include small features, internal processes or support tools, not just the core item sold.
- The author recommends looking for gaps across the customer journey, from website conversion to post-sale dispute handling.
- The perspective is framed as shifting from being a 'product-seller' to thinking like a 'product-receiver.'
Source: entrepreneur.com — Zhiwei Bao, 2026-10-30
Published there as: “Products Come in More Forms Than You Think. Here’s How to Create Value Beyond Your Core Offering.”
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