We Are Excited to Announce TSIA's Newest Book, B4B

JB Wood: B4B book cover

J.B. Wood

President and CEO, TSIA

Todd Hewlin

Managing Director, TCG Advisors

Thomas Lah

Executive Director, TSIA


Industry after industry is becoming technology-driven as software rapidly eats the world. As it spreads, so do complexity and opportunity. There are clear signs that the traditional B2B business model designed 125 years ago as a simple “make, sell, ship” approach for early manufacturing companies is no longer capable of delivering the full potential of high-tech and near-tech solutions. B4B seeks to frame what is possible in an age where suppliers are connected to their customers in real time. The traditional world of B2B was designed to sell things to customers, whereas the new B4B model will be about delivering outcomes for customers. It’s a whole new ballgame. Using powerful models and specific examples, B4B envisions a next-generation tech industry where suppliers play an active, ongoing role in helping business customers achieve unparalleled value from their technology investments.

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Critical Praise for B4B

B4B is a groundbreaking look at the future of the tech industry. Customers have a whole new set of expectations, buying outcomes from vendors with “skin in the game” and valuing simplicity over complexity. B4B is a guidebook to position your company for success in this new world. ”


Lanham Napier
CEO, Rackspace


"Technology companies have significant new opportunities to deliver value and business outcomes. B4B gets it right: Unlocking big data in real time will turn better-run customers into raving fans."


Bill McDermott


"Ricoh is more connected to its customers than ever before. We are working with TSIA
to create new service capabilities that leverage this connection into better outcomes for
our customers. The cloud and big data are truly changing the way that we operate."


Zenji Miura
President and CEO, Ricoh


"There’s never been a more exciting—or dangerous—time to be a business leader. The rules of traditional B2B are changing rapidly, and many tried-and-true business models are ripe for disruption. To thrive in this new era, companies must have the courage to resist organizational inertia and step out of their comfort zone. B4B is an outstanding follow-on to Consumption Economics, and should be required reading for any business leader seeking to drive transformation."


Mark Templeton
President and CEO, Citrix


"The services industry needs thought leaders. Technology is highly product-focused, and the processes and reward systems within it reflect that. The shift toward software as a service and other related trends has spurred the need for thought leadership and innovation in how services are delivered. B4B helps set an important framework for rethinking services in the tech industry."


Charles Phillips
CEO, Infor



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