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From Project to Product Mode

A field-tested framework for Product Leaders driving organizational change. Learn how to stop reacting and start leading your company towards a scalable B2B product organization.

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"Many people talk about the shift from project to product - Sebastian and Thomas describe how it really works and how they really succeeded! This book is pure experience. Anyone struggling with structural boundaries as a product leader in a B2B setup will find the right language, a systematic approach, and a few words of encouragement here."

Petra Wille

Product Coach, Author of STRONG Product People and STRONG Product Communities

“An essential guide for anyone leading the shift from a project to a product mindset. It will help you anticipate the challenges ahead and equip you with the actionable insights you need to overcome them. It's what every transformation superhero keeps on their night stand.”

Radhika Dutt

Product Leader & Author of Radical Product Thinking: The New Mindset for Innovating Smarter

"Most product books tell you what to do. This one shows you why your company is stuck. Sebastian and Thomas nail the real problem: it's not just product teams that need to change—it's the entire system. The seven challenges framework is like having a diagnostic tool for organizational dysfunction. Essential reading for any product leader trying to break free from the feature factory trap."

Ash Maurya

Author of Running Lean and Creator of Lean Canvas

Why We Wrote This

Scaling a B2B software company isn't just about building more features, it's about shifting the entire organization from project thinking to product thinking.

This book gives you a proven mental model and practical steps to:
✅ Diagnose the hidden problems blocking your scalability
✅ Lead your company's transformation — even without full authority
✅ Build a scalable, profitable product without drowning in custom work

Read it in just 1–2 hours and get a clear gameplan for leading lasting change​.

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FIND OUT MORE ABOUT THE BOOK

Watch the Keynote

Recognize These Symptoms?

  • Endless feature requests and little strategic focus
  • Roadmaps dictated by the biggest customers
  • Engineering teams trapped in permanent crisis mode
  • Growing technical debt and slowing delivery speed
  • Lack of discovery, prioritization, and real product ownership

These aren't random issues.
‍

They're signs of a system stuck in project mode — and you need a new gameplan

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WHO IS THIS BOOK FOR?
  • Product Leaders (VPs of Product, Heads of Product, CPOs)
  • Senior Product Managers preparing for leadership roles
  • Founders and Executives in B2B SaaS and software companies
  • Consultants guiding companies through product transformations

If you are:

  • Struggling with bloated backlogs and constant firefighting
  • Trapped in a project delivery mindset while trying to grow scalable products
  • Frustrated by sales-driven roadmaps and missing product focus
  • Leading a product organization inside a traditional, project-first company
    then this book is your essential guide
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Paperback Book
Inside the Book, You'll Discover:
The 7 systemic challenges blocking your company's scalability
How to shift from custom projects to standardized products
How to rethink pricing, discovery, prioritization, and team structure
How to overcome internal resistance and align leadership around real product thinking
A 4-step approach to leading change
Includes
A self-assessment tool to evaluate your company's project-to-product maturity
Real-world examples from companies who made the shift
Practical, no-fluff advice written for busy leaders — no jargon, no overcomplicated frameworks​
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Team Pack (10+ Copies)
This is what you will get:
Everything you get with 1 copy
Plus: 45 minutes of presentation or Q&A session with one of the authors for free
Just send the receipt of your purchase to hallo@product-masterclass.com and we will send you a link to schedule your personal session with one of the authors.
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SPECIAL OFFER FOR PRODUCT LEADERS

Coaching for Leaders

Are you a Head of Product, VP Product, or CPO and want to a support structure to lead the change in your organization?

Our new Group Coaching Program gives you the structure, clarity, and peer support to lead your company into true product mode.

Learn More

Product People Love The Book

See what they have to say...

"Many people talk about the shift from project to product - Sebastian and Thomas describe how it really works and how they really succeeded! This book is pure experience. Anyone struggling with structural boundaries as a product leader in a B2B setup will find the right language, a systematic approach, and a few words of encouragement here."

Petra Wille

Product Coach, Author of STRONG Product People and STRONG Product Communities

"If you're serious about getting your company from juggling projects to real product growth, this book will save you years of pain. It is practical, brutally accurate, and focused on what actually scales. Read it. Be bold enough to act while others hide behind the status quo.”

David Pereira

Author of Untrapping Product Teams

“I wish I had read “From Project to Product Mode” years ago. It would have saved me (and my teams) a lot of pain.”

Joaquim Torres (Joca)

Product Advisor & Author of Digital Transformation and Product Culture

“I ran a B2B startup from 2014 to 2019. This book mirrors exactly how we scaled—stacking early projects into one product, segmenting hard, and only building what customers would pay for. It’s spot on.”

Paweł Huryn

Founder and Author at The Product Compass

“An essential guide for anyone leading the shift from a project to a product mindset. It will help you anticipate the challenges ahead and equip you with the actionable insights you need to overcome them. It's what every transformation superhero keeps on their night stand.”

Radhika Dutt

Product Leader & Author of Radical Product Thinking: The New Mindset for Innovating Smarter

"Most product books tell you what to do. This one shows you why your company is stuck. Sebastian and Thomas nail the real problem: it's not just product teams that need to change—it's the entire system. The seven challenges framework is like having a diagnostic tool for organizational dysfunction. Essential reading for any product leader trying to break free from the feature factory trap."

Ash Maurya

Author of Running Lean and Creator of Lean Canvas