The slide show below demonstrates the new world and how the view from the SD-Logic (The Service-Dominant Logic of Marketing by Stephen Vargo and Robert Lusch) perspective may very well be the user centric approach required. The truth is that SD-Logic thinking has struggled moving out of academia. However, it reviving itself thanks to the thinking of many in the Service Design arena. I go one step further in the presentation stating that SD-Logic needs a process such as Lean Thinking to put it into practice.
Inspiration for this presentation came from: The End of Teaching As We know it