This is my story how I have seen Ruukki Roofing business to transform from material supplier to end user driven business over the past 7 years. Through customer insight and disruption into service oriented business unit of SSAB (Swedish Steel). Some of the learning: 1. Obsess about customers´ pain points. 2. Define the value you want to offer. Be bold and transform your business. 3. Build new services to alleviate customers´ pains. 4. Segment your customers based on needs. 5. Create solid vision, digital governance and roadmap.