Fearless

Fearless provides a clear roadmap for B2B services firms to transform their culture and bring successful digital products to market. While thought leadership has recently emerged on cultural changes that support innovation and digital transformation, none of these specifically discuss how to apply these concepts to the unique challenges of services firms pursuing a productization strategy. Building on the insights presented in Productize, Fearless argues that shifting a business model...
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Fearless provides a clear roadmap for B2B services firms to transform their culture and bring successful digital products to market. While thought leadership has recently emerged on cultural changes that support innovation and digital transformation, none of these specifically discuss how to apply these concepts to the unique challenges of services firms pursuing a productization strategy. Building on the insights presented in Productize, Fearless argues that shifting a business model from services to products requires a profound, fearless cultural transformation. The book explains how to teach a Fearless Product Mindset as leaders set a product vision, attract and retain digital product talent in an increasingly competitive marketplace, and create structures that support productization. Fearless provides readers with actionable insights for navigating their organization through this transition and it includes tools, exercises, and resources in each chapter. The book is unique in offering immediately-applicable best practices for B2B services leaders committing to scale their business through productization. This book is titled Fearless: How to Transform a Services Culture and Successfully Productize. It provides a change management toolkit for leaders at B2B services organizations who are trying to productize. Productization is tricky for B2B services organizations because, to be successful, you need to get good at three things - innovation, business model transformation and digital transformation. This requires a lot of behavior change and, ultimately, overcoming fear.So, in the book, we tell the stories of how other B2B services organizations have changed things like their leadership behaviors, org structure, roles, governance processes, metrics and incentives to create product-friendly cultures and, ultimately, successfully productize.If you are wondering why we chose the title Fearless... our research found that overcoming fear is at the heart of helping your organization embrace a productization strategy. We have to overcome fears like fear of saying no to existing clients, fear of losing money, and fear of becoming obsolete.