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Product details

  • Hardcover: 1 pages
  • Publisher: Unknown (1 Jun 2014)
  • Language: English
  • ISBN-10: 0986046205
  • ISBN-13: 978-0986046209
  • Product Dimensions: 15.2 x 1.9 x 22.9 cm
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Bestsellers Rank: 217,106 in Books (See Top 100 in Books)

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2 of 2 people found the following review helpful By Chris on 27 Mar 2014
Format: Kindle Edition Verified Purchase
It's good follow on to their previous book (which you could skip and just go straight to this), but it is a bit word in places with multiple examples. I get the impression to bulk the book out a bit because in the end, the model they are describing really is quite simple and doesn't need a large book to describe. Still good though and worth reading if you are considering moving from traditional model to consumption economics.
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Format: Kindle Edition
For more than a century, at least back to 1884 when founder and CEO of National Cash Register, James Patterson, devised it, the B2B (i.e. business to business) model has been dominant. In recent years, a B2B2C model was developed. B1's focus was shifted to doing as much as it could to help to strengthen B2's relationship with its customers. To what does this book's title refer? According to, J.B. Wood, Todd Hewlin, and Thomas Lah, "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."

As I worked my way through this book, I was again reminded of the title of one of Marshall Goldsmith's recent books in which he explains why "what got you here won't get you there." In fact, I presume to add that "what got you here won't even keep you here," wherever and whatever "here" may be. Patterson's B2B served NCR and countless other companies well for decades but it should be noted that this model, albeit fundamentally sound, still required frequent tweaking from time to accommodate changes in the given marketplace. The same will be true of B4B, only I doubt if it will remain dominant for more than a decade, if that.

All this and much more are thoroughly explained in this book.
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: 24 reviews
8 of 8 people found the following review helpful
Roadmap for Services Transformation, is it really time to change your go to market strategy? 28 Oct 2013
By Steve - Published on Amazon.com
Format: Hardcover
I would highly recommend B4B to anyone who has woken up in the past 5 years and thought to themselves, "what can I do to change my declining revenues, stop cutting my workforce, and seeing my hardware margins continue to drop." B4B tells a phenomenal story of National Cash Registers (NCRs) creation of the B2B business model that has shaped Corporate America for over 125 years, and why it is finally time to adjust our corporate structure and go to market strategies to allow for what our customers are really asking....don't sell something to me, do something for me! Help me with my outcomes, be involved not just at the beginning of the sale, but stay engaged and earn my business for life. Not only does this book do a great job educating you on where we came from, but most important, what steps need to be taken to start a path to where we are headed.
5 of 6 people found the following review helpful
Considering the authors lead TSIA, it feels incomplete 24 Jan 2014
By Gamul - Published on Amazon.com
Format: Hardcover
This is a tale of two reviews. First, the book is well written and full of very thought provoking ideas and concepts. If you are a company looking to sell in the next 25 years, or have to adapt your sales model, you will get a lot out of this book. I can see what the authors describe happening more and more all around and they clearly seem to have very good insight into the trend with great ideas on how to start thinking about going down this path. I highly recommend this book not just to every sales team but most importantly to every CEO, whose support will be needed if those sales teams are to be successful. For this part I would give the book 5 stars.

So why the 3 stars? Quite simply I felt that considering that the three authors lead the "Technical Support" Industry Association (TSIA) and that they gave this book away at a "Technical Support" Industry Association conference - that it would cover more about how "Technical Support" organizations would need to transition to be able to support this kind of model. But the reality is that the only real coverage around this was from pages 187 - 190: three and a half pages, and it was only covered to sum up to say that there is a skills gap. All of the book would be required reading for a support team to read and understand so they know where they are going. But more should have been written about the technical support side of the business - the authors industry.

I am sure that the authors hit their intended target audience - but I feel like they missed the audience they delivered it to. For this part, I would give the book 1 star.
5 of 6 people found the following review helpful
It all makes perfect sense 6 Nov 2013
By George A. Humphrey - Published on Amazon.com
Format: Hardcover
First let me start my review by saying I'm not a book reader. Though I haven't been officially diagnosed, I'm pretty sure I have a severe case of self inflicted ADD. I can read full blogs about technology. I can get through online or offline magazine articles if the topic really interests me. I can't read books. One chapter if I'm lucky. HOWEVER - this book I couldn't put down. The authors masterfully explain the massive transformation underway within the tech market in a clear, concise approach. JB Wood, Todd Hewlin and Thomas Lah have laid out the evolution of a business world focused on technology boxes and widgets full of features to one focused on the outcomes expected by businesses consuming this technology. So many senior executives of tech companies of all sizes find themselves struggling to obtain growth in their hardware and software businesses. This book takes you on a journey of how todays technology economic engines were formed, it also explains why the world had rapidly started to change. Chapter by chapter the authors talk through how tech focused companies can transform themselves from traditional tech suppliers to outcome based, service centric, future proof players. I highly, highly recommend this book to any tech executive looking to take your company to the next level.
4 of 5 people found the following review helpful
Required Reading for Tech Company Execs 28 Oct 2013
By Trisha B - Published on Amazon.com
Format: Hardcover
B4B is a must read for senior executives at technology companies who are ready to confront the sea change that's happening in our industry. Companies who are willing to step up and address the upheaval of the traditional business and financial models that are playing out across our industry are the ones who stand the best chance to come out the other side of the cloud transition in tact. In its sharks vs. flounder discussion, B4B clearly articulates the impact of the brutal financial transition facing virtually all tech companies. Even more importantly, the book lays out the frameworks for how to successfully transition a tech company from current state to one focused on delivering measurable customer outcomes. Highly recommended for anyone who wants to be part of defining what success looks like for the next 100 years of tech and/or anyone wanting to better understand the harsh realities of what is happening in the tech industry today.
2 of 2 people found the following review helpful
Rehash of Consumption Economics... 11 Feb 2014
By J. Rillera - Published on Amazon.com
Format: Hardcover Verified Purchase
I work for a cloud services organization in a well known high tech company. I manage a team of adoption specialists and we did a book club as a team and reviewed it. Basically I found B4B to be a rehash of consumption econ. Not a lot of "new" thought leadership in B4B.

If you are new to the cloud based business, you will find this book VERY enlightening. However, for those who do this for a living will find this cloud consumption 101.
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