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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 as if they are one company.
We lay out the Triple Fit Strategy framework to help you escape the product-centric mindset and put customers at the heart of your business strategy. Companies who use it can contribute 10x more to their customers' success and can double account values in less than three years.
What’s more, Triple Fit Strategy helps sales and business leaders to understand the health of their customer relationships better and allocate resources for faster breakthroughs.
It's a proven approach that we have implemented with hundreds of companies over 25 years and validated with data from more than 10,000 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.
It's time for B2B companies to rethink their growth logic.
Meet the Authors
Christoph Senn
Christoph is Adjunct Professor of Marketing and Co-Director of the Marketing & Sales Excellence Initiative (MSEI) at INSEAD. He is also founder and CEO of Swiss-based Valuecreator AG and programs and the inventor of Triple Fit Canvas.
Prior to joining INSEAD, he taught at the University of St. Gallen, Columbia Business School in New York, Rotterdam School of Management in the Netherlands, and the Technical University of Hamburg-Harburg, Germany.
He has published his work in several journals including the California Management Review, Harvard Business Review, Industrial Marketing Management, Research Technology Management, the Wall Street Journal and others.
Mehak Gandhi
Mehak is the Head of Research & Training at Valuecreator where she designs and implements B2B growth accelerator programs and next-generation sales organization strategies for companies around the globe.
She has supported several leading global companies including Allianz, Evonik, Konica Minolta, Maersk, Otis, Schindler, Schneider Electric, Sonos, Südzucker Group, Thermo Fisher, VAT, and WMF/ Schaerer.
She received her doctoral degree in management (cum laude) from the University of St. Gallen, Switzerland, from where she also holds a second Swiss degree, the Financial Times top-ranked Master of Arts in Strategy and International Management.
Inside the Book
Introduction: Orchestrating Mutual Growth
Part I: Understanding Triple Fit Trajectories
Chapter 1: Rethink the Growth Logic
Chapter 2: Initiate a Strategic Dialogue
Chapter 3: Define Game-Changers
Part II: Navigating Triple Fit Journeys
Chapter 4: Focus Where the Growth Is
Chapter 5: Execute Validated Growth Plans
Chapter 6: Keep the Growth Momentum
Part III: Sustaining Triple Fit Conditions
Chapter 7: Develop Customer General Managers
Chapter 8: Build Growth Champions
Chapter 9: Establish a One-Company Culture
Epilogue: A Final Thought