Publications
Books, papers, and talks from the programme
Sixteen years of outputs — the principal publications of the Future of Selling research programme.
Current wave
From Value Selling to Value Engineering
Working paper · May 2026
The principal output of the current wave. Sets out the six-dimensional value framework, the Value Engineering discipline (Design / Sell / Capture), and the Systemic Value Selling method. By Régis Lemmens and Javier Marcos. A working paper, updated as the research develops.
From the co-creation wave
From Selling to Co-Creating
Book · 2014
The principal output of the co-creation wave. Documents the three forms of co-creation — strategic, experience, and product — through interviews and case studies from B2B firms in multiple industries. The argument: salespeople have to move from selling to customers toward selling with them.
Entrepreneurial Selling
Harvard Business Review · 2018
Extends the co-creation framing into a treatment of how salespeople need to behave more like entrepreneurs — identifying opportunities, building partnerships, and taking commercial initiative inside their own organisations as well as with customers.
From Selling to Co-Creating — TEDx
Talk · 2014
Régis introduces the central research question and the co-creation framing to a general audience. This is the 2014 articulation of the work; the research has continued to develop since, with the second wave (Value Engineering) building on these foundations.
Field notes and shorter articles are published on the articles page. Documented cases are listed on the cases page.
Future Of Selling 