Current wave

Engineering Systemic Value in B2B

Working paper · September 2026

The principal output of the current wave. Shows how customers now buy resilience across five dimensions of value — financial, continuity, strategic, workforce and planetary — and the five demands they place on suppliers: make it worthwhile, involve everyone, make sure everyone benefits, show the evidence, and guarantee the results. Introduces the Value Engineering Cycle (Value Design / Value Selling / Value Realisation / Value Capture), the ten-skill capability model that makes the cycle work in practice, and a seven-question self-audit: is it your selling — or your value proposition? Built on interviews with B2B commercial leaders across chemicals, technology, staffing, consulting and industrial distribution. By Régis Lemmens and Javier Marcos. A working paper, updated as the research develops.

From the co-creation wave

From Selling to Co-Creating

Book · 2014

The principal output of the co-creation wave. Documents the three forms of co-creation — strategic, experience, and product — through interviews and case studies from B2B firms in multiple industries. The argument: salespeople have to move from selling to customers toward selling with them.

---

Entrepreneurial Selling

Harvard Business Review · 2018

Extends the co-creation framing into a treatment of how salespeople need to behave more like entrepreneurs — identifying opportunities, building partnerships, and taking commercial initiative inside their own organisations as well as with customers.

---

From Selling to Co-Creating — TEDx

Talk · 2014

Régis introduces the central research question and the co-creation framing to a general audience. This is the 2014 articulation of the work; the research has continued to develop since, with the second wave (Value Engineering) building on these foundations.