Picture your favourite coffee shop on a Monday at 3 p.m. — the barista checks their phone, three empty tables sit untouched, and the pastry case is still full. Now picture it at 8 a.m. on a Tuesday: a line snakes out the door, the espresso machine hisses nonstop, and the staff rush to keep up. Services live and die by this rhythm. Unlike a factory that can stockpile widgets, a service cannot save an empty seat for tomorrow. This chapter explores how smart managers handle that tension — matching what a business can deliver with what customers actually want, at the right time, for the right price.