Shifting the paradigm: why I decided to sell journeys instead of services

How my profession has evolved in over 15 years, and why I think there is a need for change.


I remember as if it were yesterday the day I started working online: I was selling logos for 5 euros and websites for 50, completely unaware of both the market logic and the value of my work.

Time passed, I have grown professionally and many things have changed.

But if there is one thing that hasn't changed, it's the reason why clients came to me: they were tired of the old, boring agencies, and as much as they were getting the promised services, they didn't achieve any concrete results.

Long story short, they felt short-changed.

I listened to their stories and tried to understand: was it because of the client or the agency?

Maybe the client wasn't tech-savvy and demanded unattainable outcomes. Or maybe the agency made too many promises in order to sell, but didn't have the ability to deliver.

It took me over 15 years to understand that the fault was neither on one side nor the other.

The wrong paradigm

I experienced the evolution of my profession first-hand.

I was born in the 1990s, and like many of my colleagues, when I started messing around with computers people used to tell me I was wasting time.

Fast forward some twenty years and today those who do my job have become so essential that without them, the world wouldn't know how to go on.

But we dragged a fundamental problem with us: this profession evolved so fast that, out of haste, we imported from others a way of working that doesn't suit us.

This is because the difference between this and all other service-based jobs lies in the fact that to achieve tangible results, efforts must be shared.

United in digital

A company that wants to benefit from the digital world needs an expert that can follow it, and the expert, in turn, needs the company to be able to do its best.

This means that there is a interdependent relationship, which is very different from that of a doctor with his patient, a lawyer with his client or an architect with his client, where instead the relationship is one-way.

In fact, whether you want to make a website, an e-commerce, an app or any other similar product, there is no point if it doesn't reflect the values of your company and what distinguishes it from others. You would end up doing the same thing as everyone else.

The collaboration is an essential element of the relationship, especially in a world like ours, where information travels at the speed of light and things change by the minute.

There must be a constant exchange of feedback and we must think in terms of objectives.

That is precisely why I decided to offer journeys instead of services.

Journeys vs Services

Thinking in terms of journeys instead of services opens the door to the possibility of adjusting a project on the basis of its evolution.

This is extremely important, as after years of trial and error, I have realised that all digital projects have some degree of unpredictability, and if not approached with flexibility, they either come to an abrupt halt or end up not bringing the desired outcome.

If I build a website for you, my work will be over when it is published, and I will do everything I can to ensure that happens as soon as possible.

But if we embark on a journey instead, the focus shifts to the result: what's the best experience I can create for users to increase the chances they get in touch with you?

Maybe a simple website is not enough. Maybe you need to develop a product to offer your users for free, and to distribute it you need someone to help with e-mail marketing. And maybe we will only realise this along the way.

If I sold you a service, changing course so suddenly would be impossible. But if we are committed together on a journey with a clear goal, then we might do it.

This is the real difference between a journey and a service.


I hope you found this post interesting and that it helped you understand why I think it is important to change our point of view when approaching the digital world.

I have worked in this industry for many years and I strongly believe it needs a breath of fresh air. With Silvestri Consulting, I hope to be part of that push that will set change in motion.

If you would like to learn more about my journeys, please visit this page.

See you next time!

About the author of the post
Hi, it's Marcello! If you found this post interesting and want to ask me some questions about it, you can contact me from this page.

Table of Contents

Get your free 360° Digital Review

Get your 360° Digital Review free of charge, a bespoke document that will help you get the most out of your digital project.

You'll receive tailor-made advice on: