Engagement Unchained: Productizing Strategy

Client engagement can be divided into four distinct phases: diagnose, prescribe, apply, and reapply. The initial phases, diagnose and prescribe, are critical thinking phases wherein problems are identified and solutions proposed. In contrast, the latter phases, apply and reapply, focus on the actual execution of those solutions. A common pitfall is selling the thinking phases as if they were doing phases, such as charging based on time. To overcome this, businesses should consider productizing the first two phases, allowing them to detach from conventional hourly or daily billing methods.