Introduction.

Why we wrote this book.

A bar in Rotterdam.

Who should read this book.

How to read use this book.

PART 1: SOME KILLER PRODUCTS REALLY DON’T SELL.

So many products, so few sales.

Heroic failures.

So firstly, what is a failure?

PART 2: IT’S NOT HOW YOU SELL, BUT HOW CUSTOMERS BUY.

Sales is sales is sales - right?

4 Buying Cultures.

How does this all relate to the Geoffrey Moore’s Chasm?

WIIFM - so what exactly does this all mean to me?

How do people buy?

Momentum = getting the right people on board.

PART 3: IF THEY ARE BUYING - ARE YOU SELLING?

Choosing the correct Buying culture.

Exploring the buying cultures.

Different buying cultures, different operational cultures.

What does a Value Captured Company feel like?

What does a Value Created Company feel like?

What does a Value Added Company look like?

What does a Value Offered Company look like?

PART 4: THE BEST KEPT SECRET - VALUE CREATED SALES.

Why Value Created.

Why do some many companies get it wrong?

Vital Signs.

Why is Value Created difficult?

A Value Added salesman in Value Created sales cycle.

A now some good news.

PART5: THE MAGIC OF A VALUE CREATED COMPANY.

The Perfect Storm.

The case for change.

Management.

R&D.

Marketing.

Sales.

Delivery.

Support.

Safety notes.

PART 6: SO WHAT CAN I DO ABOUT IT?

CEO.

CEO of Start-up.

Chief Operations Officer.

Sales Director.

Head of M&A.

Head of Marketing.

Investors or VCs.

Head of Innovation.

PART 7: ALWAYS CHANGE A WINNING TEAM.

Can you have too much success?

So, are you performing?

Transformation - the OCA Methodology.

Using the OCA Methodology.

The Final Word: a Summary.

Appendix.

Case Study - Eden Project.

Book summary - Common Approach, Uncommon Results: How adoption and delivers the results you deserve.

Book summary - Crossing the Chasm & Inside the Tornado.

Book summary - The Empty Raincoat: Making Sense of the Future.

Book summary The Art of the Start: The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything.

Leading vs lagging metrics.

Running senior management workshops.

Case Study - First Recovery.