Transforming a B2B services business model to a more profitable, productized company can have many points of failure - but the biggest and most underserved is the cultural transformation required. Building on the insights presented in her first book Productize, Eisha Armstrong and her team have written Fearless, drawing on their years of experience in helping B2B services companies grow at scale through product innovation, this time diving deep into the tactics for building a product-friendly culture. The book shares the success (and failure) stories of B2B services companies who have decided to productize to outline the practical, actionable steps required for that profound, fearless cultural transformation; steps like generating buy-in with employees whose careers have been built on a 1:1 services model, finding product talent who thrive in services-native company. And while there’s no shortage of thought leadership on culture change amidst digital transformation, none of them target the complex challenges unique to services firms pursuing a productization strategy. Fearless does.