Productized service

A service given a fixed, repeatable shape — a defined scope, a defined deliverable, a known process — so it can be sold and delivered consistently. The important nuance for WPH: productize the shape, not the price. The most lucrative model pairs a standardized delivery with a customized price (you keep pricing the client), and the product is a container that makes expert thinking repeatable — not a cheap, self-serve thing you blast to a list. In an AI-flooded market, buyers want expert help, so the diagnostic is productized but sold as consulting to an account that has already turned toward you.

Source: David C. Baker & Blair Enns, 2Bobs, Productization (Again) (PRACTITIONER) — Baker’s “product-enabled consulting” and the standardized-delivery / customized-pricing matrix. Their caution: it’s so easy to spin up products now that the money is in the consulting, not the product.

First used in: 2.8 · The paid diagnostic