An ever-changing consumer and the evolving role of service have contributed to the increasing difficulty faced by mar- keters to create a perfect match between products and consumers. The outcome has been an increase in mismatches or flaws. This paper considers the consumer and the product from a critical view- point, emphasizing the concept of flaws as a basis from which to apply service strategies. A new dynamic model is presented which suggests a definition for product and consumer flaws in several con- texts. Moreover, service strategies for responding to product and consumer flaws are presented. Finally, the future of service as a long-term marketing strategy is discussed and its impact on business is examined.