Transactional Selling
Value is packaged in advance and pitched. The relationship is renegotiated every cycle, and price is the only lever either side has left.
Replaceable on the next RFP
St. Martin's Press · Foreword by Don Peppers and Martha Rogers
Co-Create
Stop selling the value you already have and start building value with your customers instead.
St. Martin's Press · ISBN 1250103029
The problem
Acquisition Was the Old Game. Retention Is the Real One.
If disruption has not already reached your business, it will. The companies that come through it are not the ones defending existing value, they are the ones creating new value alongside their customers and partners.
- Digital channels and automated delivery made virtual relationships available to everyone, which means they differentiate no one.
- Consumer technology, not your competitors, is what keeps resetting your customers' expectations.
- The objective shifts from winning the account to being genuinely difficult to replace inside it.
The framework
The Eight Co-Create Tools
Co-Create was written to be used rather than admired. The companion workbook turns each idea into something a team can run in a room.
- 01
Priorities Diagnostic
Generate ideas, narrow them, and identify the single priority worth focusing the business on.
- 02
Needs-Based Segmentation
Segment by what customers are trying to accomplish instead of by size or industry.
- 03
Strategic Relationship Audit
Assess the real state of the relationships an account depends on.
- 04
Customer Experience Journey
Map the experience your customer actually has, not the one the org chart implies.
- 05
Organization Evolution Scorecard
Judge whether the organization can support the collaboration it is promising.
- 06
SMAC Matrix
Find the co-creation opportunity across social, mobile, analytics, and cloud.
- 07
Cognitive Computing Readiness
Establish where intelligent systems can carry real weight in the relationship.
- 08
The Co-Create Canvas
Bring partners, common vision, milestones, and metrics onto one page the group signs up to.
Selling Value, or Building It.
The workbook frames the shift the book argues for as a move from transactional selling to strategic co-creation. The difference shows up in how an account behaves under pressure.
Strategic Co-Creation
Value is built with the customer, so the work reflects what they actually need and both sides have something invested in it holding.
Difficult to replace, by design
The author
Meet Nour.
Nour advises Fortune 500 boards and revenue leaders on the relationships their growth depends on. Co-Create came out of watching the same pattern across those rooms: the accounts that hold are the ones where value gets built with the customer rather than sold to them.
Free workbook
The Co-Create Workbook
Nour's companion workbook to the book. Forty pages, eight tools, each with the instructions and the blank forms, built to be run with a team rather than read alone.
- All eight tools, from the Priorities Diagnostic to the Canvas
- Instructions and a blank form for every one of them
- Forty pages, free, and built to be run with a team
Tools and Resources
The Co-Create Workbook
Eight tools with instructions and blank forms, built to run with a team rather than read alone.
Download the workbookAdvisory
Nour works with leadership teams on the go-to-market relationships their growth actually depends on.
Explore advisory
Strategy Visualization
Turn the plan into one shared visual a room can agree on, remember, and act from.
See the workRead by Leaders Around the World.
Questions About the Book.
- Who wrote the foreword?
- Don Peppers and Martha Rogers, Ph.D., authors of The One to One Future.
- Is the workbook included with the book?
- The workbook is a separate companion. It is free, and it is the fastest way to use the ideas with a team rather than only read them.
- Is Co-Create only for sales teams?
- No. It is written for anyone responsible for creating new value with customers, partners, or an ecosystem, which usually means account leadership, product, and the executives above both.
- How does this relate to Relationship Economics®?
- Relationship Economics® is the discipline of building strategic relationships. Co-Create is what you do with them once they exist. Chapter seven of the third edition connects the two directly.
Free self-assessment
Do You Know the Tools, or Just the Argument?
Six questions drawn from the companion workbook. About three minutes, no email required, and every answer comes back with the tool behind it.
1 / 6
0 answered
Start with the mandate
Bring the Ideas to Your Stage.
The frameworks in Nour's books are the backbone of his keynotes. Tell him about your event to start.
