The Productization Ladder

The chart shows three rising boxes, taller as buyer trust grows. The first, a diagnostic, is a small fixed scope priced below the level that needs sign-off, so the buyer commits weeks, not quarters. The second, an engagement worth several times the first, is real work sold once trust is built. The third, a monthly advisory retainer, continues without renegotiating every time. Each rung lowers the risk of the next yes, which is why jumping straight to the retainer usually falls flat.