Productization means translating a vision into a product that is usable and capable of global traction. The principal benefit of productization is that it helps you cross the chasm. Geoffrey Moore
famously identified a market chasm that separates companies who appeal to a small group of technology geeks from those who appeal to the mass market. His book of the same name explores all the factors that impacts a startup's ability to make the leap. Productization is one aspect of this.
Productization also guards against Stack Fallacy. This idea comes from Anshu Sharma
, once a Product Manager at Oracle and now a partner at Storm Ventures. Stack Fallacy suggests that, within any given technology stack, each provider overvalues the significance of their own layer. They also undervalue
the significance of other layers, especially those higher up the stack.
Stack Fallacy is the reason "Database companies believe that SaaS apps are 'just a database app', which gives them false confidence that they can easily build, compete and win in this new market."
According to Anshu, the companies who prevail are the ones that win at the user experience layer. They understand the end user's context, motivations and desired outcomes best.