The Prime Solution

Today's business-to-business solutions marketplace is competitive and full of challenges. Companies work hard to create and sell value-laden solutions, but, even with hard work and research, the success rate in the solutions marketplace is very low. It is often difficult to distinguish one company's solutions from another's.

According to Thull, companies are not actually looking to buy solutions. What they want are outcomes, guaranteed business results. Customers are hard to satisfy and most report they did not achieve the value they had expected. This disconnect between seller and buyer is what Jeff Thull has termed the Value Gap. It is that seemingly unbridgeable space between the solution, created by the seller, and the value, achieved by the customer. The Prime Solution is Thull's bridge across the Value Gap.