Fearless Transformation: Revolutionizing B2B services for profitable productization with Eisha Armstrong

Written by Sopheon | October 30, 2023

Eisha Armstrong is the co-founder of Vecteris, an organization that supports B2B services companies in productizing their offerings. Eisha advises CEOs, product management professionals, and companies on cultivating a culture where innovation can flourish. Before co-founding Vecteris, she held senior business management at E.W. Scripps with CEB (now Gartner). Over her 20 years of experience launching new data and information service businesses, she has managed million-dollar businesses and global teams of professionals. Eisha earned her MBA at the Harvard Business School and her Bachelor of Arts in Women’s Studies and Economics at the University of Kansas.

Eisha joins me today to discuss the role of culture in helping a services organization to successfully productize. She discusses the challenges of productization in B2B services and the need for significant change management and culture change. She outlines the "Four Horsemen of Innovation" that can hinder the transition to a culture of innovation within service organizations. Eisha also highlights the benefits of productization and underscores why organizations need to clarify their “why” before embarking on the journey of productization.

“There’s a lot of fear associated with going through a digital or a business model transformation. Those fears are hindrances when you try to create a culture of innovation—so naming them is important.” - Eisha Armstrong

This week on Innovation Talks:

Eisha’s background and current role at Vecteris
What motivated Eisha to write Productize and Fearless
Three reasons for productizing services
Anxiety over generative AI disrupting business services
Significant challenges companies encounter when productizing services
Three key transformations of the productization of services
Overcoming the challenges related to productizing services
Understanding why you want to productize your company’s services
The LEAP framework to overcome fear and challenges during the productization process
How mindfulness and gratitude practices can help with fear and anxiety around productization
How companies are experimenting with generative AI
The innovator’s dilemma and the four horsemen of innovation
How Vecteris helps organizations looking to embark on the productization journey
The importance of understanding the "why" behind the productization journey

Connect with Eisha Armstrong:

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