Robbie Kellman Baxter, a strategy consultant, says that subscriptions aren’t just for newspapers and Netflix. She argues that they can actually help companies — from local retailers to giant industrial manufacturers — earn more consistent revenue and develop stronger customer loyalty. And she explains how even during an economic crisis, leaders can adopt a subscription business model to give their organizations a better chance of surviving and thriving. Baxter is the author of the book The Forever Transaction: How to Build a Subscription Model So Compelling, Your Customers Will Never Want to Leave.
