Turning disruption into value creation
Reinvention
Megatrends such as climate change and rapidly accelerating technological developments continuously challenge organisations to re‑examine the way they operate. Incremental adjustments to, or optimisation of, existing business models will often no longer be sufficient. The findings of PwC’s 29th Global CEO Survey show that CEOs are therefore focused on reinvention, for example by deploying AI. Our survey demonstrates that organisations that deliberately invest in AI and innovation outperform those that take a wait‑and‑see approach.
The focus must shift from transformation to reinvention: a fundamental rethinking of how value is created, delivered and captured. PwC research shows that when organisations change their business model, the way they serve customers, or how they deliver new products or services, they significantly increase their chances of achieving productivity growth.
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Build further with the reinvention framework
Reinvention helps to change the ways in which your organisation creates, delivers and retains value — enabling you to meet short‑term demands while preparing for long‑term megatrends.
Using our reinvention framework, we collaborate with leadership teams to drive new value creation and growth. With our human-led, tech-powered approach, we offer tangible support to explore options, seize opportunities, and unlock value.
Setting the course for future‑proof growth
In today's rapidly evolving landscape, staying relevant means organisations need to constantly rethink their strategies. We bring our expertise in sector-specific reinvention to help you turn trends and disruptions into actionable strategies, fresh business models, and decisive choices. This approach provides clear direction, stronger alignment, and a growth plan that's ready to be implemented right away.
The six business models below illustrate how organisations apply reinvention — from redefining who they see as their customer to shifting their position within the value chain:
Anything as a service (Xaas)
The end-to-end transformation of traditional products and assets to an on-demand subscription or consumption-based service model to change business from “one-and-done” customer interactions to recurring customer relationships.
Connected physical products
Transitioning analog or digital products into connected physical products to enhance customer experiences and gather valuable data for personalised marketing and product development.
Digital products
Software-enabled assets that users can interact and transact with without requiring a physical form, allowing organisations to expand their addressable markets, better customer experiences and gain more customer loyalty.
Ecosystems
Engage in an ecosystem/platform play to unlock new revenue streams, increase valuation, drive increased customer loyalty and increase business agility.
Channel innovation
The creation of new channels to effectively engage new and existing customers to increase control over distribution, reduce costs and provide direct access to customers.
Value chain shifts
Offering wide-ranging products and services for an all-encompassing customer journey, vs. a specific segment of the value chain.
Reinvention Lab: looking ahead together, deciding today
The Reinvention Lab is PwC’s collaborative environment where your leadership team works side by side with our experts to develop a sharp, validated and actionable plan for new revenue models. We start from what makes your organisation unique and systematically connect these strengths to market opportunities, trends and risks. By linking today’s capabilities to tomorrow’s possibilities, we explore new markets, customer segments and business models. During the Lab, we immediately prototype the most promising ideas, making decisions tangible and enabling teams to move faster, reduce risk and purposefully build sustainable, future‑ready growth.
Contact us
Krista Koeleman
Director Experience Center, Reinvention Lab, PwC Netherlands
Tel: +31 (0)68 360 83 93
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