Your Product

Your ProductNovember 16, 2022

Your Product

In “Managing the Non-Profit,” Peter Drucker wrote that the product of a non-profit is a changed human being.

The product of a B2B professional services provider is no different:

Your product is not your “thing,” whatever your thing happens to be, whether accounting services, HR consulting, coaching, exit planning, professional organizing, legal services, or professional speaking.

Your product is a transformed human being (or a group of them). Your product is what happens as and after that change takes effect for that person or group.

So when you talk about what you do, talk about transformation.

That’s where the value is. That’s what clients willingly pay for.

What’s your product?


Image created using Craiyon (Formerly DALL-E Mini)

(This blog post was also posted on LinkedIn.)

©Ray Business Advisors, LLC and John Ray


About me: I help solo or small professional services firm owners with the confidence and positioning necessary to improve their pricing and change the trajectory of not only their business but their life.

I have a podcast called The Price and Value Journey, which features interviews with industry leaders and audio versions of my blog posts. You can find the podcast on your favorite podcast app.

I also have a book coming out in 2023:  The Price and Value Journey: Raise Your Confidence, Your Value, and Your Prices to Grow Your Business Using The Generosity Mindset.

For more information, go to

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