Author of Value-as-Service:
Embracing the Coming Disruption

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Rob Bernshteyn

Rob Bernshteyn is chairman and chief executive officer at Coupa, a leader in business spend management. Under his leadership over the past decade Coupa has grown from a small start-up company to a multi-billion dollar public organization driving measurable value for enterprises around the world. Rob earned a B.S. in Management Information Systems from the State University of New York at Albany and an MBA from Harvard Business School.


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“At some point, every one of your customers is going to ask: ‘What is the exact value you are providing us?’ And they are going to want a quantifiable answer. Rob Bernshteyn explains why that day is going to come sooner than you think. More importantly, he lays out in step-by-step fashion how you and your company can provide value-as-a-service.”

William A. Sahlman, Harvard Business School, Class of 1955 Professor of Business Administration

“Practical, convincing, and even startling in its perceptiveness! If you’re serious about succeeding in newly quantifiable ways, take the advice in Value as a Service and run with it!”

Marshall Goldsmith, The Thinkers 50 #1 Leadership Thinker in the World

“Value disruption is inevitable. With global hyper competition, sustained revenue growth is becoming more elusive. Gaining greater operational efficiencies is the new battleground where real leverage is required for every dollar spent. Bernshteyn’s book offers a no-nonsense guide on how to approach this developing business dynamic.”

Roger Siboni, Chief Executive Officer of Epiphany. Chief Operating Officer of KPMG

“Honed on the cutting edge of the software industry's ongoing transformation, 'Value as a Service' is an insightful, practical and indispensable guide to success in the new digital era of business. Rob Bernshteyn explains in masterful clarity why the winners in the as-a-service enterprise future will be those who truly engage customers in creating and sustaining measurable business value.”

Phil Waineright, Co-Founder, Diginomica

“There is a new customer contract emerging that Rob Bernshteyn calls value as a service. If your business is not organized around this principle, it is at risk. At MDV and Wildcat Technology Ventures, we invest in companies that use next-generation technology to release this type of “trapped value,” value that cannot be realized because it is trapped inside of legacy processes designed for a prior era. That’s what customers want to buy. That’s what companies like Coupa are committed to deliver.”

Geoffrey Moore, Author of Crossing the Chasm, The Gorilla Game, and Inside the Tornado

"Rob Bernshteyn masterfully explains in Value-as-a-Service that we are going to have to move beyond providing software-as-a-service, we must provide real value-as-a-service, something where you can quantify exactly what you are providing to your customers. At DocuSign, we utilize this concept of value proposition quantification to demonstrate to customers large and small why implementing a Digital Transaction Management System is not only critical to, but should be the first step in achieving a successful Digital Transformation."

Keith Krach, Chairman and Chief Executive Officer of DocuSign, Co-Founder, Ariba

“Rob Bernshteyn’s Value as a Service illuminates the future of business exchange: quantifiable value. Provide it and compete, or offer vague assurances, busy work, and mere customer ‘satisfaction’ on the road to irrelevance. Bernshteyn offers a blueprint for both companies and the individuals they employ to disrupt to a business model focused on quantifiable results that add value and drive success. No more just ‘dialing it in’ to do a job. An exciting prospect for today’s millennials who want to bring their best ideas to the workplace. Bernshteyn’s firm grasp of business realities can be yours. A lively, thought-provoking read.”

Whitney Johnson, Thinkers50, World's Most Influential Management Thinkers, author of critically-acclaimed Disrupt Yourself: Putting the Power of Disruptive Innovation to Work

“In our post-sale, on-demand, attention economy, we no longer live in a world of products or services. Customers seek outcomes and the brand promise is paramount. Value as a service precisely highlights this shift to an outcomes based value approach and Rob provides readers with a pathway to disruption."

R “Ray” Wang, author of Disrupting Digital Business, and Principal Analyst, Founder, and Chairman of Silicon Valley based Constellation Research, Inc.

"Value as a Service offers a useful roadmap to sustainable competitive advantage. Recommended for any leader looking for a path through today’s increasingly turbulent times."

Scott Anthony, Managing Partner, Innosight and author of The Little Black Book of Innovation

"Bernshteyn offers a incisive look into the transition from products to services and the inevitable shift towards quantifiable value. Value as a Service provides a compelling view into how businesses will be measured in the future and a roadmap for how to excel in this new landscape."

Scott Clark, Co-founder and CEO of SigOpt

“Drawing on his extensive business experience, Bernshteyn’s book makes a compelling argument that value as a service isn't just the best way to do business, but the only way.”

Byron Reese, author, Infinite Progress

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