INSEAD Knowledge Podcast
Putting Customers at the Heart of Your Business
Feb 19, 2025
Christoph Senn is an Adjunct Professor of Marketing at INSEAD, while Mehak Gandhi heads Research and Training at Value Creator. Together, they explore the shift from traditional product selling to a customer-centric relationship model in their new book, Triple Fit Strategy. They discuss the importance of alignment in planning and execution to foster deeper partnerships. The conversation covers the power of collaboration, lessons from Maersk, and the challenges organizations face when adopting this innovative approach to enhance customer engagement and drive growth.
29:59
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Quick takeaways
- Shifting from product-focused strategies to the Triple Fit Strategy enhances customer relationships by fostering deeper partnerships and understanding needs.
- Implementing structured dialogues through the Triple Fit Strategy enables companies to cultivate strategic relationships and unlock growth opportunities.
Deep dives
The Inspiration Behind Triple Fit Strategy
The co-authors were motivated to write about the complexities of business relationships and the insights gained from years of research and practice. They recognized that traditional practices in sales and B2B relationships often do not reflect the realities seen in business. Their personal experiences, particularly observing successful companies employing different strategies, fueled their desire to share effective practices. By documenting these insights, they aimed to help companies navigate the often challenging terrain of client relationships more effectively.
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