"If you can't describe what you are doing as a process, you don't know what you're doing." ? W. Edwards Deming
Borrowing some words from an accomplished engineer to get the point across here. The transition from service business to productized service business to product is all about building process.
When we have process, we have predictability. When we have predictability, we have peace of mind.
The productized service is where we begin to see the light at the end of the tunnel.
If you're anything like me, you've been "providing service" for years, solving miscellaneous problems, responding to requests from people with different interpretations of what you do, and making it work as best you can. A noble pursuit indeed.
Now's the time to think demand first.
What is it that your clients are buying when they work with you?
What is the problem you're solving consistently?
How can you turn the solution to that problem into a process?
How can you create demand consistently?
For me, it was the realization that the work I was doing before the sale was the most impactful and unique. Designing pitch decks that took complex strategy and depicted it visually.
Here's how I narrowed my "full-service creative studio" into a product that delivers a single result: