Earning, Keeping & Growing Customers

The purpose of a business is to earn, keep and grow a customer. This is achieved by delivering value. And that means meeting the needs of the customer. Such common sense is anything but common.

The successful start-up becomes performance, process and procedures driven as it scales. It does so to manage costs, maximise profits and satisfy investors. In this process, it often becomes less sensitive to the changing needs and tastes of customer. Innovation focused on creating significant additional value gives way to incremental innovation with the aim of value extraction and growth begins to slow. Then maturity leads to decline in the usual lifecycle of a business. 

The aim of our confernce is to explain how staying focused on value creation is the way to avoid this trap and achieve sustainable growth. You will be introduced to the concept of Corporate Value Theory, the philosophy of Valueism and the discipline of the Value Scheme. You will also hear what this mean for the strategic leader, and get new perspectives on key account management. These ideas are also relevant to executives in government, the public sector and the not-for-profit sector. Their purpose should also be focused on delivering value.

Event News

Event Venue

The event will take place at the historic Regent Street Cinema, the oldest cinema in the UK. Since the birth of cinema the industry has had to continuously innovate in order to earn, keep and grow its customer base, and remains challenged today. For this reason alone the cinema is a fitting venue for the event. But, as two speakers will say, Disney is a particularly pertinet case to illustrate the importance of always focusing on customer value creation.

Todd Zenger

Todd Zenger is the newly appointed N. Eldon Tanner Chair in Strategy and Strategic Leadership at the David Eccles School of Business at the University of Utah. He also holds the University of Utah designation as a Presidential Professor. From 1990 through July of 2014, he served as a faculty member at Washington University in St. Louis in the Olin Business School, most recently as the Robert and Barbara Frick Professor of Business Strategy. He also previously held appointments there as senior associate dean, as chair of the strategy group, and as academic director of the Executive MBA program.  While there he received numerous awards for his executive MBA and professional MBA teaching. Professor Zenger completed his undergraduate degree in economics at Stanford University and his PhD in strategy and organization at UCLA.

Professor Zenger is a global expert on topics of corporate strategy, strategic leadership, and organization design. His current academic research focuses on a range of topics, including the dynamics of organizational design, the role of capital markets in shaping corporate strategy, and the role of strategic leaders in finding and solving problems.

Professor Zenger is also active in consulting and executive teaching around the topics of strategy and strategic leadership. He has worked with a wide range of clients, including Boeing, Monsanto, Edward Jones, Bunge, Black & Veatch, MSCI, Kellwood, Equifax, Colliers Turley Martin Tucker, Spartech, Hewlett Packard, Smurfit-Stone, Charter Communications, Ameren, AT&T, Maritz Corporation, Boeing, Washington University Medical School, and the State Farm Companies. He also writes and blogs for the Harvard Business Review on topics of strategy, and has had two articles published in recent years entitled, “What is the Theory of Your Firm?” and “Strategy: The Uniqueness Challenge.” Website, Linkedin

Chris Humphrey

Chris Humphrey, an expert in creating customer value. He spent most of his career employing the Disney methodology for building a world-class business system and achieving cultural alignment. During the conference he will elaborate on the comments made by Todd on the Disney case and share his own insights. 

Chris is an International leader, skilled at leading profitable change in complex trading conditions and exploiting hidden revenue opportunities. He has wide-ranging commercial expertise, a tenacious but diplomatic leadership style, and an instinct for differentiated strategies, empirical problem solving and excellence. He is a visiting lecturer at Cranfield School of Management and Henley Business School, a conference speaker, and author of several articles and white papers. He earned an MBA with distinction from Cass Business School, London. Linkedin

Andy Wilkins

Andy is Co-Founder and CEO of BE Advisory, a strategic advisory practise that believes that to be valued any business or organisation has to create and deliver value, and that this is, and always has been, the only route to sustainable success. Andy has extensive experience in both public and private sectors. After an early attempt to forge a career as an rock guitarist Andy joined BT where he gained 10 years of operational experience and went on to lead BT's early unified communications initiatives before joining ADL as a senior advisor. Since then he has consulted widely across a broad range of industries on strategic issues focused around growth, innovation and customer experience.

Through his experience of strategy development Andy has witnessed time and again the lack of understanding most organisations have as to the needs of the customers they serve and on how to build sustainable trusted relationships that are key to securing long-term profitable cashflows and value generation. Andy is often to be found on the conference circuit and his core passion and specialism is in helping organisations to move beyond a 'strategy by numbers' approach to one based on a deeper understanding of how longer-term value can be created for all parts of the organisation's stakeholder ecosystem. Website, Linkedin.

Kim Warren

Kim is an experienced strategy professional, teacher and writer. After 15 years in senior strategy roles in the petrochemicals, brewing, hotels and leisure industries, Kim joined the faculty at London Business School, to teach on MBA and Executive programs. Realising serious limitations with the strategy methods available, he developed the powerful strategy dynamics frameworks. 

Kim’s strategy dynamics work has spanned business cases in most industries and regions of the world, assisting with both continuing plans and one-off challenges. Most recently, the method has proved to be transferable to non-business domains, including International Aid and the provision of elderly-care capacity. The approach is also providing a reliable platform for building confidence and raising finance for early-stage ventures.

Kim is author of the prize-winning Competitive Strategy Dynamics (Wiley, 2002), a major strategy textbook Strategic Management Dynamics (Wiley, 2008), and summary e-book now widely used in MBA and executive teaching – Strategy Dynamics Essentials (Kindle, 2011). He is also co-founder of Strategy Dynamics Ltd, which publishes "serious games" and other dynamics-related learning material for management, and the user-friendly modelling application, Sysdea. Website, Linkedin.

Richard Ilsley

Richard is the Managing Partner at The Sales & Marketing Consulting Group, a global sales strategy firm and its functional KAM specialist team, KAM Group. For the last 20 years he has worked with major corporations at senior level on a range of strategic, go to market, change management, key customer development and commercial development issues throughout the world. He also works with C-Level managers one-to-one.

Richard has written many published texts including the books Best Practice – A Manager’s Guide (Management Books 2000) and Key Account Management (PocketBooks 2013). Richard is an expert commentator for the press and trade media, speaks at conferences around the world and is a business mentor for the Prince’s Trust, guest lecturer at various universities, co-editor of the KAM Journal, a Fellow of the Strategic Management Forum and a Fellow of the Linnean Society. His Key Account online group has more than 100,000 members and he sits on the global Board of the Association for Key Account Management. Website, Linkedin

Book a Ticket

You can book tickets online


Output & Discussions

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Beyond Competitive Advantage

Beyond Compentitive Advantage

Todd Zenger, Harvard Business Review Press (2016) $35 Harvard Business Review Press

(Free with your event ticket)

Strategy Dynamics

Strategic Management Dynamics

Kim Warren, Wiley (2008)

£54.99 Amazon


Todd Zenger Introduces Beyond Competitive Advantage

Available on YouTube


Kim Warren Introduces Strategy Dynamic Simulation

Available on YouTube 


Richard Ilsley offers a key account management view on creating and measuring customer value

Available Here

Articles & Reports

Coming soon