Fearless: How to Transform a Services Culture and Successfully Productize

“Close to 80% of new product launch initiatives fail to achieve their desired objectives not because of the quality of the initial strategy or the ideas themselves but because of all the barriers organizations face in turning these ideas into market impact. Many of these barriers are core to our businesses and how we operate today: our talent, our organizational structure, and governance models. Fearless provides great guidance supported by practical advice and tools on how to overcome some of these hard ingrained cultural challenges for service firms who are on a path to productize their services. A great follow-on to Eisha’s first book Productize!”

Christoffer Ellehuus, President, Korn Ferry Digital

“As is true with the first book in this series (“Productize”), Fearless provides an accessible and relatable journey map and solution set for any organization attempting to transform a B2B business model from offering “personalized services” to delivering “digitized products” in order to scale. From leaders to staff, everyone will feel the effects of such a bold change; and most will allow fear to negatively impact their outlook rather than to embrace the unknown as opportunity. Eisha Armstrong guides the reader from understanding the organizational psychology of change to overcoming barriers and developing clear strategies and tactics that will allow teams to successfully productize.”

Stacey Bain, Chief Operating Officer, Catalyst

“Fearless is THE must have hand-book for B2B services leaders who are ready to bring successful digital products to market. As someone who’s been down the path of working to create and launch digital products within a B2B services organization, I can attest first hand to the challenges highlighted in Fearless. Eisha and the Vecteris team highlight the very real human challenges that services firms face when they venture into the new business model of productization. Fearless directly confronts and addresses the organizational culture, team dynamics, roles and responsibilities, and practices that will make or break a B2B firm’s efforts to productize with practical guidance, and proven downloadable ready-to-use tools; and equips and empowers teams to understand and then work through the challenges they’ll invariably face.”

Ann Thompson, Founder, The Ann Thompson Company & Co-Founder, The Garage Group

“Professional service firms are constantly looking to diversify revenue streams and to overcome growth challenges, particularly in those service areas where talent is scarce. The potential benefits of adopting a productization strategy to overcome these challenges is very attractive and increasingly well described. However, translating this strategy into action and successful execution is the hard part where many business leaders are challenged. FEARLESS addresses the ever important “How”, providing business leaders with a playbook, with resources, and most importantly with the mindset to be confident in their productization journey. The focus on the cultural and organizational side of the journey is invaluable, and paired with real-life examples, makes FEARLESS a must-have for every services business management team considering a shift towards productization.”

Patrick Smith, President, Certara

“As we launched our first efforts to productize services, we were immeasurably fortunate to learn from Eisha about the “Seven Deadly Productization Mistakes” in her first book. Her insights were essential to our success! Now with Fearless, she has really captured the full potential for productization as she encourages us to act bravely while thinking systemically and expansively in challenging the status quo in every way. Throughout this powerful book, Eisha offers tremendous insights based on decades of experience but readily translates her ideas into digestible and actionable concepts for readers.”

Dr. Jillian Coppley, President and CEO, Mayerson Academy