optimize product cycle time, producers of high-tech products long ago began
marketing before they had fully specified the product. Now, they may no lo
nger finalize the physical specification at all. We can thus proclaim, "The
product is dead, " which implies the substitution of expert service for fe
atures, information, and capabilities that used to be intrinsic to the tang
ible product. Companies are finding that dispensing with the idea of produc
t remains one of the few ways-if not the only way-of compressing the techno
logy cycle still further. By adapting to customers' needs and by reducing i
nformation overload a comprehensive package of tangible goods, service and
information can serve customers better than a traditional product.