B2B relationships are built on trust, not just process. Customers invest heavily in their partners. They expect companies to deliver on their promises. As Frances X. Frei and Anne Morriss outline in the Trust Triangle—Authenticity, Logic and Empathy—trust breaks when any one of these fails. Yet in many B2B environments, empathy is the first casualty of rigid systems.
Read MoreWorking with clients this week highlighted an increasingly common pattern in the B2B world – significantly over-engineered processes in all areas of the business in an effort to protect the company from risk.
Read MoreHere @Futurecurve we combine business management and psychology techniques in our work. Authenticity in the B2B world is something we regularly write about and closely monitor because it is intrinsically linked to customer value.
Read MoreLet’s talk about differentiation. In today’s B2B world, is it actually possible to stand out? And does it even matter anymore? Personally, I think it’s not only possible — it’s still hugely important. As we head toward 2026, real differentiation starts with changing how we talk to customers and buyers.
Read MoreIt’s been a strange few months. For many companies, H1 seemed rather stalled, no doubt linked with the twists and turns of economic and business conditions. It’s challenging for any business, for any leadership team, to keep fully aligned and focused in this fragmenting, reshaping world.
Read MoreCustomer trust is the most valuable asset a company can have. It has a clear financial impact; it is fluid, dynamic and always contextual.
Read MoreUncertainty is swirling. Major geopolitical events, resultant market shifts, frequent company pivots, adopting AI, organisational restructuring… The daily challenges are real. Is it any wonder that people looking for anchors that will help them de-risk?
Read MoreNow, more than ever, organisations need to be clear about the talent and skills they require to realise their ambitions and the deeper issues that impact their attractiveness to potential and current employees.
Read MoreAs a woman business leader, I have seen incredible progress, with more women breaking barriers in business, politics, and science……. But women still face significant challenges, even in 2025.
Read MoreHere’s a bet for you: your HR or People team manages your Employee Value Proposition (EVP), while Marketing oversees your Customer Value Proposition (CVP). Did we win the bet? It seems logical, right? Well... not so fast.
Today, people—whether employees or customers—expect transparency from the organisations they engage with. This means value propositions shouldn’t be siloed within specific functions; instead, they need to be treated as strategic, holistic tools. When EVPs and CVPs are managed in isolation, the result is often misalignment, incoherence, or even broken promises. The fallout? Lost employees, lost customers, and, ultimately, lost revenue.
Read MoreGaining deep, rich insights from your customers can best be achieved through qualitative research techniques. While annual surveys, net promoter scores, and satisfaction metrics are useful for monitoring progress, they don't provide insights into the challenges your customers face or the issues they grapple with. To gain such understanding, you need to immerse yourself in the world of your key customers.
Read MoreFuturecurve actively encourage our B2B clients to think about customer value in a holistic way. You have heard me talk many times about bringing the outside-in and inside-out perspectives together; today this feels more important than ever.
Futurecurve actively encourage our B2B clients to think about customer value in a holistic way. You have heard me talk many times about bringing the outside-in and inside-out perspectives together; today this feels more important than ever.
As buyers, we are all influenced by a broad range of buying experiences. Look at the impact Amazon has had not only on the consumer retail sector but also the parcel delivery, web services and ecommerce industries. That’s just one example. Companies can no longer ringfence customer expectations to a single sector or competitor set.
Read MoreAs buyers, we are all influenced by a broad range of buying experiences. Look at the impact Amazon has had not only on the consumer retail sector but also the parcel delivery, web services and ecommerce industries. That’s just one example. Companies can no longer ringfence customer expectations to a single sector or competitor set.
Read MoreAs buyers, we are all influenced by a broad range of buying experiences. Look at the impact Amazon has had not only on the consumer retail sector but also the parcel delivery, web services and ecommerce industries. That’s just one example. Companies can no longer ringfence customer expectations to a single sector or competitor set.
Read MoreWhy do I need a value proposition? First of all, a value proposition is about being clear about the value you deliver and the difference you make to customers. Not a better way of describing what you do and how you do it.
The last 20 years have been truly incredible, filled with innovation, evolution and remarkable achievements – both for our clients and for our own Futurecurve team. And we’ve been privileged to meet some amazing people on the way.
Read MoreCustomer trust is the most valuable asset a company can have. It has a clear financial impact; it is fluid, dynamic and always contextual.
Read MoreInsight is a rich output from the analysis of multiple threads and sources, bringing together the external market forces challenging the business – ‘outside in’; and the internal processes and team dynamics – ‘inside out’.
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