Industrial manufacturers are changing how they do business by focusing on selling services based on outcomes rather than just products. This shift involves creating, delivering, and capturing value in new ways. By studying successful and unsuccessful cases, it was found that aligning value creation and value capture activities in different phases is crucial for success. This alignment includes identifying value opportunities, agreeing on profit distribution, designing the value offering, and regulating incentive structures. This research helps us understand how businesses can innovate their models effectively by ensuring that value creation and capture processes are aligned and work together smoothly.