The Productization Decision Tree

The chart is a top-to-bottom path of three dark boxes. Decision one asks what problem this solves; decision two asks who exactly it's for; decision three asks at what fixed shape. Each box has a red "skip" branch showing what breaks - a scope doc with no buyer, a pitch that starts from zero every time, or "custom chaos" that becomes a retainer again within 90 days. Only after passing all three do you reach a repeatable, sellable offer; you can't package a scope you haven't first aimed at a problem and a buyer.