produktisation

Produktisation, anglicized as productization, is the process of turning a service, capability, or bespoke solution into a standardized, repeatable product. The goal is to codify tacit know-how, define a clear feature set, and enable scalable delivery, pricing, and support. It typically involves creating modular components, standardizing delivery playbooks, and establishing a predictable go-to-market model.

In practice, produktisation often affects professional services, IT and consulting, as well as software and managed services. A bespoke project may be reframed as a set of packaged offerings with fixed scope, timelines, and outcomes, accompanied by defined pricing and service levels. This transformation supports easier sales, faster onboarding, and higher operating leverage, while enabling product teams to iterate on features based on common customer needs.

Benefits commonly associated with produktisation include greater scalability, improved margins through repeatable delivery, stronger forecastability, and more consistent customer experiences. It also facilitates platform or ecosystem development, where core products enable complementary add-ons and services. Conversely, risks include over-standardization that reduces flexibility for unique requirements, potential misalignment with customer contexts, and resistance within teams accustomed to bespoke work.

Key steps in the process include identifying repeatable services, defining a core feature set, designing packaging levels and pricing, creating delivery playbooks, and establishing governance with product ownership. Successful produktisation aligns product strategy with customer needs, maintains room for strategic customization, and supports sustainable growth.