Productizing: The ‘Shiny Object’ Approach

Productizing is when an IT provider hands you a menu of pre-packaged platforms, subscriptions, and tools they’re itching to sell. It’s neat. It’s tidy. It’s scalable. And sometimes, it’s even helpful, especially if your needs happen to align perfectly with their offerings. But here’s the rub: productizing is built to move their product, not to solve your unique problem. 

Think of it like going to a car dealership with a flat tire. The salesperson doesn’t fix your tire; they try to sell you a brand-new car with all the bells and whistles. Sure, it’s a nice ride, but you’re still stuck on the side of the road. Productizing loves to dazzle with features like fancy schmancy dashboards, sleek interfaces, promises of “digital transformation” but if those features don’t address your specific pain points, you’re just paying for a shiny distraction. 

The real downside? Productizing often locks you into rigid systems that don’t play nice with your existing tech or workflows. You might end up with a pricey subscription for software that only solves half your problem, or worse, creates new ones like forcing your team to adapt to a tool that doesn’t fit how they work. It’s a one-size-fits-all approach in a world where no two businesses are exactly alike. 

Solutioning: The ‘Whiteboard First’ Approach 

Solutioning flips the script. Instead of starting with a product, it starts with you - your workflows, your pain points, your weird quirks that make your business stand out. It’s not about selling you the latest SaaS platform, security tool that, “without it, you’re out of business!”, or whatever else they’re flogging; it’s about understanding what’s holding you back and building a path forward. 

Sometimes, the answer is a brand-new system tailored to your needs. Sometimes, it’s making two existing tools talk to each other more effectively. And sometimes, it’s not about tech at all but just streamlining processes with the tools you already have. Solutioning says, “We don’t know the answer yet, but we’ll roll up our sleeves and figure it out together.” 

We had a client – a mid-sized logistics company struggling with delayed shipments because their inventory system and delivery tracking software don’t sync. A productizing provider might pitch a shiny new enterprise resource planning (ERP) system, costing six figures and months to implement. We, on the other hand, discovered that a simple API integration between the existing tools, plus some staff training, solved the issue in weeks for a fraction of the cost. That’s the power of starting with the problem, not the product. 

Why It Matters 

When you lead with productizing, you risk solving the wrong problem really, really well. You might end up with a state-of-the-art tool that looks great on paper but leaves your team frustrated and your budget drained. Solutioning, by contrast, solves the right problem, which means less wasted money, fewer headaches, and a tech stack that actually supports your growth. 

At Transpera, we’re whiteboard people. We listen first, design second, and only recommend solutions that work for your business. Because “cool software” might get you some oohs and aahs, but “problem solved” keeps your lights on. 
And, if you don’t believe me, here’s a frickin’ bar chart to back all this up! 

A Real-World Win: Solutioning in Action

Here’s another recent example client - a regional healthcare provider, who came to us drowning in paperwork. Their patient records system was clunky, their staff was overwhelmed, and they were tempted by a productizing vendor’s pitch for a flashy new electronic health record (EHR) platform. The catch? It required a complete overhaul of their processes and a hefty upfront cost. 

Instead, we sat down with their team, mapped out their workflows, and found the real bottleneck: their existing software wasn’t configured to automate repetitive tasks, and their staff lacked training to use it effectively. We tweaked the system’s settings, built a custom dashboard for their most common tasks, and ran targeted training sessions. The result? A 40% reduction in administrative time, no new software needed, and a fraction of the cost of that shiny EHR. That’s what solutioning looks like - practical, tailored, and impactful. 

How to Choose the Right IT Partner 

So, how do you know if you’re dealing with a productizer or a solutioner? Here are a few questions to ask any IT provider: 

• Do they ask about your business first? A solutioning provider will dig into your goals, challenges, and workflows before mentioning any products. 
• Are they flexible? If they’re pushing a specific platform without explaining why it fits your needs, they’re likely productizing. 
• Do they talk results or features? Solutioners focus on outcomes, faster processes, lower costs, happier teams. Productizers hype up bells and whistles. 
• Can they work with what you have? A good solutioner will optimize your existing tech before suggesting new investments. 
• Describe Digital Transformation: This is my personal favourite and, quite frankly, why I came to Transpera in the first place. If their answer of “transforming” involves stacking cloud on top of security but with other security products and maybe a sprinkle of Windows 11…run. Transpera’s answer to this involves the integration of digital technologies into all areas of a business to improve operations, deliver more value, and adapt to changing market demands. Key words: The client’s business to add value to them!  

Choosing a solutioning partner means investing in results, not just hardware and software. It’s about building a tech strategy that grows with you, not one that boxes you in. 

The Grand Finale: Why Solutioning Steals the Show 

Picture this: productizing struts into the ring with its glossy brochures and pre-packaged promises, flexing for the crowd. It’s flashy, it’s fast, but it’s fighting the wrong battle. Solutioning? It’s the scrappy underdog that rolls up its sleeves, grabs a whiteboard, and says, “Let’s fix what’s actually broken.” And guess what? That’s the knockout punch your business needs. 

At Transpera, we’re not here to sell you the latest tech fad that’ll collect digital dust. We’re here to dig into the nitty-gritty of your workflows, untangle your pain points, and craft solutions that fit like a glove. No cookie-cutter nonsense - just real answers that save you time, money, and migraines. Your business is one-of-a-kind, and your IT should be, too. 

So, ready to trade shiny distractions for game-changing results? Swing by Transpera’s contact page or drop us a line. Let’s fire up that whiteboard and turn your challenges into victories. Because in the IT showdown, solutioning doesn’t just win - it rewrites the rules.