McKinsey’s winners understood that “selling” a solution is truly different from simply offering a revised bundle of preexisting
products and services. They know that solutions need to be conceived, developed, sold, priced, and delivered differently from a simple amalgam of their components. In other words, winning at selling solutions is not an incremental undertaking. You can’t just add on another component and adjust pricing models to deliver a highermargin offering. That’s not a real solution—it’s simply an expanded bundle that we refer to as a “pseudo-solution” in Part Two of this book.