Episode #2
Tire-As-A-Service: Meet François Johnston, Founder of Johnston Circular and ex-General Manager at Michelin
In this episode, Yann Toutant speaks with François Johnston , Founder of Johnston Circular and former Head of Michelin ’s Tire-as-a-service business, about why value-based pricing, high reuse rates, and operational excellence are key to making product-as-a-service both profitable and truly circular. Key takeaways: Monetize real customer value first: efficiency, peace of mind, and performance drive pricing. Value-based pricing aligns profitability with circularity, as higher reuse directly increases margins. Product-as-a-service shifts the model: the story begins at contract signature and success depends on operations. It is a premium play requiring high-quality products, strong brand trust, and reliable service execution. Scaling requires a new go-to-market approach: trained sales teams, strong sales kits, and ongoing customer success support. Need further As-A-Service inspiration? Head over to www.blackwinch.eu and explore our whitepapers, infographics, blog posts, and more on servitization. We've got all the latest subscription insights to fuel your creativity.
