The Strategy Skills Podcast: Strategy | Leadership | Critical Thinking | Problem-Solving

498: INSEAD Professor on Rethinking Your Growth Logic with Triple Fit Strategy

Nov 6, 2024

This week’s guest is Christoph Senn, an adjunct professor at INSEAD and founder of Valuecreator. He introduces the transformative Triple Fit Strategy, which aligns planning, execution, and resources to enhance customer relationships and drive growth. Christoph discusses the interplay between B2B and B2C marketing, emphasizing structured frameworks for success. He also highlights essential leadership qualities needed for nurturing customer connections and shares resources for further learning, making this conversation a must-listen for aspiring business leaders.

50:36

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Episode guests

Christoph Senn

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Episode notes

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Quick takeaways

The Triple Fit Strategy enhances business growth by aligning planning, execution, and resources to foster lasting customer relationships.

Effective relationship-building in sales involves asking strategic questions that deepen understanding and collaboration beyond simple satisfaction metrics.

Deep dives

The Journey to Value Creation

The speaker reflects on a pivotal moment that initiated their journey into value creation research, which occurred during their early career in the coding industry. While observing the sales strategies of various representatives, one stood out for avoiding tough negotiations through effective relationship building with customers. This experience led to the realization that understanding and codifying successful behaviors in sales could greatly benefit not just themselves, but their entire sales team. This pivotal insight laid the groundwork for developing methodologies aimed at enhancing value creation in business relationships.

Intro

2min

From Coding to Classrooms: A Professional Evolution

5min

The Triple Fit Strategy Unveiled

27min

Navigating the B2B and B2C Landscape in Marketing

4min

The Symphony of Customer Leadership

10min

Exploring Resources for Growth Strategies and Skills Development

2min

Welcome to Strategy Skills episode 498, an interview with the coauthor of Triple Fit Strategy: How to Build Lasting Customer Relationships and Boost Growth, Christoph Senn.

In this episode, Christoph introduces us to the concept of the "Triple Fit Strategy," a groundbreaking approach to strategy and sales with the power to transform businesses. It replaces the traditional single product-market fit with a three-fold alignment: planning, execution, and resource fit.

Christoph Senn is an adjunct professor of marketing at INSEAD, one of the world's leading and largest graduate business schools. He is also 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.

Get Christoph’s book here: https://shorturl.at/n70UA Triple Fit Strategy: How to Build Lasting Customer Relationships and Boost Growth

Here are some free gifts for you:

Overall Approach Used in Well-Managed Strategy Studies free download: www.firmsconsulting.com/OverallApproach

McKinsey & BCG winning resume free download: www.firmsconsulting.com/resumepdf

Enjoying this episode? Get access to sample advanced training episodes here: www.firmsconsulting.com/promo

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