Triple Fit Strategy: How Successful Companies Move from Value Selling to Value Creation

It’s time for companies to rethink their growth logic.

Business relationships are still dominated by a narrow perspective--trying to match products to customer needs and making deals. It’s a buyer-seller relationship built on a transactional mindset, and it’s not how you should be doing business.

There’s a better way--orchestrating growth--in which suppliers and customers collaborate to build strategies and grow together. With clarity and precision, Christoph Senn and Mehak Gandhi lay out the Triple Fit Strategy framework, which will help you escape the product-centric mindset and put customers at the heart of your business strategy. Based on a hands-on tool set, Triple Fit ensures that customer and supplier are aligned across three areas: planning, execution, and resources. The Triple Fit canvas, a diagnostic and action framework, provides a systematic approach that every account manager and sales team can use to boost business results. Companies who use it can contribute ten times more to their customers’ success and can double account values in less than three years.

What’s more, the Triple Fit Strategy helps sales and business leaders better understand the health of their customer relationships and allocate resources for faster breakthroughs. It’s a proven approach that Senn and Gandhi have implemented with hundreds of companies over twenty-five years and validated with data from more than ten thousand cases.

Triple Fit Strategy is a breakthrough approach to strategy and sales, with the power to transform businesses. Your journey to becoming a value creator starts here.

For more information about Triple Fit Strategy around the world, please visit the official website: triplefitstrategy.com.

Christoph Senn is an adjunct professor of marketing at INSEAD and Codirector of the INSEAD Marketing & Sales Excellence Initiative (MSEI). He frequently works with leading companies, including BASF, Coca-Cola, General Electric, Hoffmann-LaRoche, Konica Minolta, Maersk, Microsoft, Otis, Pfizer, Schindler, Sonos, Vodafone, and many more. He is also Chairman of boutique consultancy AMC and the founder and CEO of Valuecreator, a software startup advancing the practice of value co-creation.

Mehak Gandhi is the Head of Research at Valuecreator, Switzerland, and a postdoctoral research fellow at INSEAD. She has conducted research and training programs with leading global companies including Allianz, Konica Minolta, Maersk, Schneider Electric, Sennheiser, Schindler, Thermo Fisher Scientific, VAT, and WMF/Schaerer.