Eisha’s Books.
PRODUCTIZE
The Ultimate Guide to Turning Professional Services into Scalable Products
More and more traditional professional services firms are turning to “productization” as a strategy to grow, improve valuations, and to fend off new digital-first competitors. However, many of them will fail and waste a lot of money in the process. Productize first outlines the “Seven Deadly Productization Mistakes” made when pursuing a product strategy, then provides the blueprint for overcoming each of these missteps. It is designed to be a practical playbook for any leader of a professional services business who wants to successfully accelerate growth.
For companies that deliver highly customized services, new product development and commercialization are often outside of their core skills, processes, and mindsets. Productizing services typically requires organizations to think differently about how they work and how they create value for their customers. This change does not come easily.
Productize includes real-life case studies and stories featuring professional services leaders who have successfully led their organizations to create more scalable services and products. It also includes more than two dozen tools and templates to help teams implement the tactics so they don't have to start from scratch.
FEARLESS
How to Transform a Services Culture and Successfully Productize
Transforming a B2B services business model to a more scalable, profitable, productized company can have many points of failure - but the biggest and most underserved is the cultural transformation required to support successful productization. The encore book from Eisha Armstrong and her team at Vecteris, Fearless tackles this frequent point of failure and dives deep on the change management required to build a Product-Friendly Culture.
Building on the insights presented in Productize, Fearless details how shifting a business model from services to products requires a profound, fearless cultural transformation; the book is uniquely focused on B2B services organizations and the complex challenges that come with productizing a culture that delivers highly customized services.
The authors have seen firsthand the significant organizational change required, and from those experiences they describe the hallmarks of success and drivers of failure. They share stories from services organizations who have made this transformation and use their insights to provide a clear roadmap for B2B services firms hoping to successfully productize.
COMMERCIALIZE
How to Monetize, Sell, and Market Productized Offerings in Professional Services
More and more professional services firms are “productizing” their services to grow and scale.
But successfully marketing and selling standardized services or products is very different from marketing and selling traditional professional services.
Commercialize, a follow-on book to Productize, explores why commercializing new ideas is the most significant stall point when B2B services organizations productize. The book then outlines how the most successful firms commercialize packaged services and new products and get to revenue impact fast and efficiently.
What makes Commercialize unique is its emphasis on the particular context of B2B professional services companies. There is much written about the recipe for launching new products, but a complete dearth of information on how leaders should commercialize new solutions in a legacy services company.
Commercialize includes real-life case studies and stories featuring professional services leaders who have successfully led their organizations to create more scalable services and products.
"Any leader of a professional services business will recognize the challenge of scaling their business beyond one-time services. Productize is a great blueprint for CEOs of B2B professional services firms who are looking to get to the next level of growth by turning intellectual property and services into products that can scale.”
~ Christoffer Ellehuus, President
KF Digital at Korn Ferry
“While there are a lot of books available on Product management best practices, what sets Fearless apart is its focus on the unique challenges that service organizations face in making the shift from services to products. Fearless examines the vital role of culture in organizational transformation and the psychological factors that drive resistance to change. It offers practical advice and tools to navigate through these challenges and ultimately achieve product-led transformation, growth and scale. This is a must-read for anyone considering or actively engaged in productizing their services business.”
~ Trish Kinman, VP of Product Management
Deloitte
“It is rare to find someone like Eisha who has extensive experience productizing professional services and teaching other business leaders how to do it themselves. This is not your typical business book where you skim it and wonder why you bought it. Productize is a book you can use with your leadership team to study, discuss and use its tools to bring your growth ideas to life.’
~ Jeff Spanbauer, CEO
Relevate Health Group
“Product development and roll-out will become the "it capability" in the coming decade as businesses both scale and compete for mind and wallet share from their customers, and as customers, in turn, look for ease of functionality. Armstrong's book is both practical and insightful and provides a clear roadmap for C-level executives.”
~ Sampriti Ganguli, CEO
Arabella Advisors
“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
“This new book FEARLESS — and its predecessor, PRODUCTIZE — are two books that I needed five years ago. They will help accelerate any B2B leader looking to productize and scale a services organization. Fearless narrows in on the specific roadmap required to execute the cultural change that must accompany the strategic change, and it's full of relevant examples and actionable tools. A must have accompaniment on the exciting path of transformative growth through productization.”
~ Jennifer McCollum, CEO
Linkage