I help B2B companies understand and make sense of customer needs when developing, marketing and selling new and existing products and services.Most B2B companies get that successfully addressing customer needs is crucial. In practice however they often do the opposite. They focus on technology and speculate about customer needs, convinced that customers will always be attracted by a "better" product. Unfortunately that's not the case.I help ...1) Management teams assess and develop their way of working with customer centricity.2) Business developers, designers, marketing people and sales reps to build the motivation, customer insight, approach and toolset they need to work outside-in, starting with the customer's job-to-be-done to:- Identify and truly understand customer needs.- Validate the need for planned or existing innovations- Develop new relevant value propositions that help customers succeed.- Prepare go-to-market, marketing and sales based on how customers actually buy, and the buying challenges they have to overcome in order to buy from you.3) I offer lectures and train people to apply customer centricity under the A-focus brand as well as other established brands:- Strategic Business Development (Associate faculty - IHM Business School)- Customer centric personal selling (Associate faculty - Imparta Ltd)- Customer insight creation (Associate faculty - NyTeknik Education)- Business modelling (A-focus)- Customer need discovery and validation (A-focus)- Go-to-market preparations for marketing and sales (A-focus)- Sales for entrepreneurs (A-focus)- Personal B2B sales (A-focus)