Yet from the responses to those posts, it’s become clear that for many people, maybe even most, this is not ‘obvious’ at all
Worth taking a look at the so-called product centric-mindset, the mainstream approach in pretty much every technology startup: people are designing/building/launching/growing the product, in roles such as product manager, product designer, product engineer, product lead, product marketing specialist, etc. Funny paradoxical thing is that many of these businesses can be characterised to have a SaaS business model, as in Software-as-a-Service.
When we take a closer look at the Service Design community, we will often hear that "Everything is a service" as these days every product is bundled into a service.
I came across quite a few times about the Rolls Royce case study presenting the aero-engine business model: aircraft engine business model - Google Search

