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Purpose In servitization research, there has been a call to move further toward the development of business models based on a service approach. This article aims to answer this call by adopting service logic (SL) and developing strategies and organizational resources and processes to create a service-centric business model called servification, defined as the process of identifying and developing strategies and organizational resources and processes to create a business model based on SL. Design/methodology/approach This article is conceptual and extends servitization in the direction of service-centric business model innovation by drawing on and extending SL. Findings The article defines service as a higher-order concept according to SL and develops the concept of a helping strategy as the foundation for a service-based business model. Further, it develops a typology of organizational resources and processes that must be developed for the emergence of such a business model. Research limitations/implications Since this article is the first to conceptually develop servification, more both theoretical and empirical research is naturally required. The development of servification takes servitization in the direction of service-based business model innovation and also contributes to the research on SL. Practical implications Servification enables the development of service-centric strategies and organizational resources and processes and service-based business models. Originality/value This article is the first to adopt SL in studies of business model innovation.