The offer is a product. Delivery still runs it as a project.

Most productisation efforts standardise the price and the pitch while leaving the cost curve untouched: a combination that can be worse than staying bespoke.

By Steve 5 min read
Abstract bridge artwork for The offer is a product. Delivery still runs it as a project.

Productisation almost always starts at the outside edge. The offer gets a name, a fixed scope, a price on the page, a two-slide explanation the sales team can deliver without improvising. That work is visible, cheap and satisfying. It also happens to be the part of productisation that changes revenue. The part that changes cost, the method by which the thing actually gets delivered, usually stays exactly as it was. Same senior person deciding on the fly what the sequence is, what the artefacts look like, how many review rounds…

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