Colin Hudson is an innovation strategist at Motiv Strategies, where he has applied creative problem solving and rigorous analytical thinking in consulting engagements with corporations and nonprofits since the company’s founding. Prior to joining Motiv, he worked at startup ventures in both the food and financial services industries. Hudson is a University of Virginia graduate with degrees in economics and art history. He can be emailed at

Growing B2B Services: 3 Trends to Act Upon Now

What does it take for companies to market new, innovative capabilities as a service? The challenge to expand beyond products is daunting, but as market exemplars show, the returns on the investment can be worth it. The case studies explored in this article illustrate the extent to which services demand a premium in the market, drive differentiation from the competition, and build loyalty.