German small and medium-sized enterprises (SMEs) possess enormous strengths—quality, engineering expertise, and in-depth knowledge—and yet their model for success is coming under pressure. After all, staying competitive in the market and with customers over the long term requires more than “just” a good product! Through dialogue, this session explores two key axes of transformation and their respective challenges and opportunities. Rather than being an end result, products become the starting point for deeper customer relationships and new revenue streams. You’ll also learn why a digital “extension” and incremental steps can be more effective than radical upheavals, and what role digitalization, automation, and AI play in this process.