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.

In this discussion, Mehak Gandhi, Head of Research at Valuecreator and co-author of "Triple Fit Strategy," shares her expertise in B2B growth and customer relationships. She emphasizes the importance of deep partnerships over mere transactions, revealing how to operationalize collaboration for mutual growth. The conversation delves into integrating AI with human decision-making, navigating complex business relationships, and rethinking competition as a pathway to innovation. Mehak's insights offer a fresh perspective on fostering trust and aligning strategic goals.