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Rainer Phelps’ job title is a pretty good indicator of the direction that our industry is heading. You’ll notice that “Service Combinations, Business Development Manager” doesn’t say tool this or chemical that. Phelps’ job at Baker Hughes, as with similarly situated people in every forward-thinking service company, is to solve customer problems using a “systematic approach.” You may consider these two words overused—I do—but in this case, they form the perfect label for the process.

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