Tag: business
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Selling sustainability when the market stops paying for it
One sustainable B2B proposition is stalling in price negotiations. Another is expanding across blue-chip buyers. The difference is not the cause — it is the positioning. Kaneka’s Green Planet and Tony’s Open Chain, compared across seven dimensions.
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Actemium and the start-ups in the room
How a systems integrator turned itself into a broker between start-ups and its own customers — and discovered a form of co-creation that depends on bringing in a third party.
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CGI’s SPARK centres and the technologies on display
The innovation centres were never really showcases for CGI’s own products. They were venues where a supplier convened its technology ecosystem and its customers to co-create what came next.
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MLP and the customer’s career
A German financial brokerage built its whole business on co-creating something far larger than a financial plan: the customer’s professional life.
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Rolls-Royce and the power by the hour
When a manufacturer charges for the outcome rather than the engine, supplier and customer become locked into co-creating a great experience — because only a great experience keeps the meter running.
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Selling a Future Nobody Can Predict
A decade ago, Robovision sold a defined solution against a fixed roadmap. Today it sells a capability for a future neither it nor its customer can yet describe — and that single change has rewritten what its salespeople must be.
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The Gentil Organisateur
How a consulting firm stopped selling software and started orchestrating change — and what it teaches every B2B supplier about what comes next.
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Why ROI alone no longer carries the deal
For three decades, value-based selling has rested on a single equation: ROI minus price equals customer value. That model served well — because the other costs of the deal sat outside the invoice. They no longer do. What changes for the salesperson when value becomes multi-dimensional.
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The five dimensions of customer value — a working diagnostic
B2B buyers now evaluate value across six dimensions — ROI, Risk and Resilience, Life-Cycle and Circular, Strategic, People, and Planet and Societal. Not all six matter in every deal. The framework is a diagnostic, not a checklist. A working guide to what each dimension asks the supplier to argue.
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Why traceability arrived — a short history of externalities returning to the invoice
Twenty years ago, the costs of opaque sourcing — deforestation, child labour, depleted fisheries — were paid by communities, ecosystems, and labourers, never by the buyer. Today they show up in CSRD, CSDDD, and EUDR. A short history of how externalities returned to the invoice — and what the pattern says about the next decade…
Future Of Selling 