A transactional mindset destroys value.
Mutual Value creates it.
The secret is trust
Mutual Value helps its clients develop stronger trusted relationships that create far better outcomes for them, their clients and suppliers. Our approach is based on decades of experience and our own models and methods.
It starts with the leadership realising that this change will give them competitive advantage. We work with them and then their people to transform their mindset and enhance their skillset so that an intention of building mutual value is delivered through collaborative behaviours.
We can help organisations develop their leadership of a synergistic ecosystem to create even greater value and competitive differentiation.
And we can work with leaders on strategic execution , applying Mutual Value principles to the way they actively engage the organisation in change.
How you do it is as important to the outcome as what you do. That’s why it’s time for Mutual Value.
By Stuart Maister, Joint MD Mutual Value In virtually every professional services team, you'll find high, medium, and low performers. Typically, there’s a clear top 20% and a similar proportion at the bottom. For firms to be successful, they need to answer the...
YOU’RE NOT SELLING OR BUYING A PRODUCT OR SERVICE. YOU’RE ESTABLISHING A RELATIONSHIP.
Anything can happen. COVID-19 has shown us that.
But rigid contractual approaches that underpin so much business engagement make it difficult for clients to respond and adapt in an agile way to change.
There’s a better way. If we make trust the fundamental way to choose vendors or attract customers, then we ensure real collaboration. Because when things change your ability to react depends on the quality of your relationships.
It’s also true when it comes to suppliers and partners. The Mutual Value difference is that we advocate and support conscious design of these relationships, and active management of the behaviours involved to drive much higher joint ambition.
The result: more agile, innovative and responsive activity based on long term engagement. A sense of shared ambition and an understanding that buyers and sellers create outcomes together. That’s Mutual Value in action.
The best account leaders know and do this already. The mission is to make this behaviour consistent across your teams.
IT’S HOW YOU ALL SHOW UP – TURN YOUR VALUES INTO VALUE
You may have read this far and thought: great, we need to train our key account teams in this stuff so that they can sell more. And indeed, that may be a good thing to do. But we believe it is only the starting point.
Your client experience depends on how you all show up internally and externally. This is a cultural shift which can affect how your teams work together as well as with clients. Most organisations have Value Statements which should drive this. Most don’t, and that’s why we call this turning your Values into value.
The key to maximising the potential of a Mutual Value approach is to develop consistency in behaviour across the organisation – so that it ‘feels different’ to work with your firm.
This is not about a service ethos, but about the establishment of a grown-up mindset that focuses on collective ambition and continually building trust as the foundation for strong relationships.
We all know what that looks and feels like when it exists. We’re advocating making it business as usual for your firm – the ‘way we do things round here’.
You can read more about our approach here.
THE IMPACT OF MUTUAL VALUE
Vendors win in the market by how they behave and the way they work with clients
Clients gain far greater value from their commercial choices
Organisations lead ecosystems where collaboration enables greater innovation, agility and better performance
The parties focus on how they work together, co-creating solutions that deliver far superior outcomes
It feels different: more human, more open, less transactional
We consult, train, coach and support.
COMPETITIVE DIFFERENTIATION BASED ON HOW YOU CONSISTENTLY SHOW UP AS A TEAM
We use a series of models to help our clients consider how they show up in their most important relationships, what impact this has and what to do in order to elevate the levels of trust involved.
We can then train the people involved, coach and support the change in approach and even work with their clients or partners to enable co-creation of Mutual Value as the foundation of a stronger, trust-based relationship. Our aim is to transfer skills to make this business as usual.
Our work helps your team develop a clear focus on value through:
- A clear and simple narrative to ensure a powerful story
- A value-based mindset that moves away from transactional thinking and drives trusted behaviours
- A stronger skillset to support better conversations and engagement with clients and partners
- A Mutual Value toolset that provides practical ways to support stronger relationships
WHAT THEY SAY ABOUT US..
We’ve worked with leaders across many sectors and countries. Here’s what some have said about us recently…
Kevin has a wealth of experience in BD and leadership and leverages that knowledge to challenge those around him to aspire to achieve more. Kevin is intrinsically commercial, whilst working with a strong commitment to ensuring that relationships are based on mutual benefit, thinking win/win. I confidently recommend Kevin as a coach and as a commercial leader.
Stuart worked closely with our leadership team, ran a challenging and provocative workshop and brought real insights, experience and ideas to the table. He helped us create a simple, powerful narrative around a few big ideas that cut through complexity. Stuart’s mix of journalism, insight and production experience means he can work with our most senior leaders … across the Firm.”
“Stuart was acting as a moderator, but he was also a catalyst. He was able to distil the issues and make people focus on the aspects which really matter. …He was drawing out of people what was really essential to be able to move forward …we managed to fairly smoothly move into a process where we were aligned.. and we managed to find something to inspire us…”
Get In Touch
We would love to hear from you, so please do get in touch with us to see whether or not we can help you.