The Pulse of Productization

A collection of news, insights, and product leaders we admire

Don’t Waste Money, Try A Sell-Then-Build Strategy

From time to time, I get a call from a pro-serv company that has invested a lot of time and money into launching a product that simply isn’t selling.  They don’t know what went wrong.   Can we help?  After a little digging, we often find out they didn’t get enough (or any) market feedback as they were building. They were sure about the solution/product/offering and wanted to get right to selling. In the right situation, I am all for going right to selling, BUT do it without building anything! Save thousands of dollars, maybe hundreds of hours, and Sell then Build.

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Quick Test, Big Impact: Unlock the Power of Wizard of Oz MVPs

In the realm of B2B professional services, where expertise and tailored solutions are the main offerings, the challenge of introducing new technology products or tech-enabled services is magnified as they can require significant upfront investment as well as new skill sets. Imagine if you could first test your new product concept with actual live, paying customers to be sure there is market demand before making that significant investment.

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Great Product, Failed Launch


One Chief Revenue Officer of a B2B services firm that recently failed in their productization efforts shared,

“There was this assumption that we could just hand the new product over to the sales team and they will sell it because ‘it's new, it'll be exciting!’ That's not the way it worked. 

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