From the research programme
Cases & Articles
Short, evidence-first pieces from the research interviews. A case shows the framework alive in one organisation — one interview, one lesson, and an honest qualifier where practice diverges from theory. An article develops one concept across several interviews and sources. Every piece is 600–900 words: a three-to-four-minute read.
Cases
One organisation. One interview. One lesson.
How real B2B organisations — sellers and buyers — are living the shift the research describes, told in their own words and numbers.
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CGI: the business case you can buy
Business cases are everywhere in B2B sales — and almost none of them are real. CGI named, scoped and priced the work of proving value, and turned the…
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Accent: stop selling the vacancy, sell the system
A recruitment supplier re-anchored its proposition from filling vacancies to improving the customer’s whole recruitment system — and found the senior conversation it could never get before.
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Kaneka: the better product cannot win
A technically dominant product, a deal that collapses to price — and what that says about every value proposition built on being better.
Articles
One concept. Several sources.
Ideas from the research — a dimension, a demand, a question — developed with evidence from across the interview base.
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Can I count on you when the next thing breaks?
Forty years of accumulating shocks have changed the question buyers ask. It is no longer “is this a good deal?” It is “can I rely on you when…
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The buyer already has the answer. They want someone to sign it.
Gartner finds that most B2B buyers now check AI-generated insights with a salesperson. The first analysis is done before you arrive. What is left is the part only…
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You are no longer a salesperson
Deals increasingly die not because the value was unconvincing, but because buying has become too hard. The seller’s new job is to make the customer able — and…
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Three companies, one word: resilience
A freight forwarder, a food trader and a three-billion-dollar fulfilment network appeared on BBC television this weekend. Without knowing it, all three described the customer our research keeps…
The framework behind the pieces
Every case and article is anchored in the current research: the five Systemic Value dimensions, the five customer demands and the Value Engineering Cycle, published in the working paper Engineering Systemic Value in B2B.