0001. Service as a Product.
Services evolve into products when structured, streamlined, and packaged to fit modern expectations, blending human effort with efficiency for scalable success.
How Machines Reshaped Our Expectations
Think back to a time when every service was bespoke. A tailor measured you by hand; a shoemaker crafted each pair to fit perfectly. Services were deeply personal, but they were also slow, inconsistent, and dependent on the skill of an individual. The industrial revolution changed everything. With machines, goods could be produced faster and cheaper. But something else happened—services began to follow the same trajectory. Processes became standardized. Systems emerged to reduce the variability of human effort.
Fast forward to the digital age, and this standardization is not just expected—it’s demanded. People now engage with services the way they use products. They want quick, intuitive, and seamless solutions. The days of vague processes and undefined deliverables are fading. In their place? Service offerings that feel like polished, reliable products.
What Does It Mean to Productize a Service?
At its core, productizing a service means delivering it in a structured, repeatable way. It’s not about losing the human touch—it’s about adding clarity and predictability. When you book an Uber, you’re not hiring a driver in the traditional sense. You’re engaging with a productized transportation service. It’s consistent. You know what to expect, how long it will take, and what it will cost. This transparency and ease are what customers now expect across industries.
So, how does this translate to other services? Whether you’re a consultant, designer, or freelancer, productizing your service means:
Defining your process clearly.
Standardizing deliverables.
Streamlining your workflows.
Instead of selling a vague promise like “I’ll help you with branding,” a productized approach could be, “I’ll deliver a full brand strategy, including a logo, color palette, and messaging guidelines, within three weeks.” It’s concrete. It feels like a product—even though it’s still a service.
The Digital Shift: Why Productization Matters Now
The rise of digital platforms has made it easier than ever for clients to compare services. They can browse portfolios, read reviews, and see exactly what competitors are offering. In this landscape, being clear and structured is no longer optional.
Here’s why productizing matters in the digital age:
Ease of Understanding: Customers can quickly grasp what you’re offering without needing a long conversation.
Trust Through Transparency: Defined deliverables and timelines build confidence in your ability to deliver.
Scalability for You: With standardized processes, you can take on more clients without feeling overwhelmed.
The businesses that thrive in this environment are those that adapt their services to meet these expectations.
Breaking the Myth: It’s Not About Replacing Humans
One common fear is that productizing a service strips it of its human element. But this is a misconception. Productizing doesn’t mean automating everything or removing personal touchpoints. Instead, it’s about borrowing the best parts of product design—predictability, efficiency, and clarity—and applying them to your services.
Think of it like this:
A productized service is like a well-scripted play. The script (your process) provides structure, but the actors (you or your team) bring it to life in a way that feels personal and unique.
What Productized Services Offer That Traditional Models Don’t
Clarity: Clients know exactly what they’re paying for.
Efficiency: Standard processes reduce the time spent on repetitive tasks.
Consistency: Every client receives the same high-quality experience.
Adaptability: You can adjust your offerings as needed without starting from scratch.
How to Start Productizing Your Services
1. Define the Problem You Solve. Every great product begins with a clear understanding of the problem it addresses. What is your service solving for your clients? Think about their pain points and the outcomes they desire.
For example, if you’re a web designer, your clients likely want a website that’s visually appealing and functional. But beyond that, they might also want better user engagement or faster loading times. Understanding these deeper needs helps you create a service package that resonates.
2. Standardize the Process. Once you know what you’re solving, create a step-by-step process for delivering the solution. Break it into stages, each with clear deliverables.
For instance:
Stage 1: Initial consultation to understand goals.
Stage 2: Deliver a wireframe for approval.
Stage 3: Build the website and test its functionality.
Stage 4: Provide training on using the website.
By standardizing this process, you ensure consistency and make it easier to manage multiple projects simultaneously.
3. Use Automation Wisely. Automation isn’t about replacing humans; it’s about removing friction. Tools for scheduling, invoicing, and client communication can save you hours while keeping the personal aspects of your service intact.
4. Package Your Service. Think like a product creator. How can you package your service to make it appealing? This might involve creating tiered offerings (e.g., basic, standard, and premium) or bundling related services together.
5. Test, Iterate, Improve. Productizing isn’t a one-and-done process. Gather feedback from clients, analyze what’s working, and refine your offerings over time.
Looking Ahead: The Future of Productized Services
The trend toward productized services isn’t going away. As technology continues to shape how we live and work, clients will increasingly favor solutions that feel effortless and intuitive. Businesses that embrace this mindset will be better positioned to grow and scale.
But remember: productization doesn’t mean losing your uniqueness. It’s about taking what makes your service special and presenting it in a way that’s easier for clients to engage with.
Final Thoughts: Start Small, Think Big
The idea of productizing your service can feel overwhelming, especially if you’re used to doing everything manually. But you don’t have to overhaul your entire business overnight. Start with one part of your service. Simplify it. Standardize it. Test it.
Over time, you’ll find that productizing isn’t just a way to meet client expectations—it’s a way to make your own work more manageable and rewarding.