Barco is a large Belgian company that specializes in digital projection and imaging technology. Barco has started a transition from a product manufacturer, to offering products as a service. This strategy case was particularly interesting as the implementation was top-down with the CEO being the vision champion, rather than bottom-up. The team interviewed and explored every nook and cranny of the company, gaining insights on the internal motivation of employees. A roadmap was constructed for the next decade which included a prototype for their experience room. During the presentation, our contacts at Barco mentioned that they already implemented various aspects we presented during the project.