Thingification

This is something I’ve done a lot in my career. You say you don’t have “products”? Well that’s easy to fix. Just look at things you’re doing already for customers, codify them, slap a name on them, and hey presto what was a “service” becomes a “product”. When something has a name and a systematised process it gives the appearance of

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Trojan horse

One of the guys in the group coined this term – which in the past I’ve called “context shift”, but I like his version better. Here you take your service, but rather than selling it to people who are looking for that service (highly competitive), you instead enter another market where people are looking for something different, but

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