Third Box Thinking: Redefining Customer-Centricity in Key Account Management

“It’s all about ‘what I want the customer to do based on what I care about.’ Nobody says that explicitly, but underlying that is a mindset still focused on what we need for our business to succeed, rather than what we need to do to help the customer’s business succeed,” says Shakeel Bharmal, as he highlights the critical gap between claiming customer-centricity and truly living it. Organizations must transition from self-serving goals to genuinely prioritizing the success of their customers—a shift that fosters trust, loyalty, and long-term growth for both parties.

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In this episode, Shakeel Bharmal of The Summit Group shares how third box thinking can transform account management by reframing how we see our customers. Are we truly understanding their challenges, or are we just focused on pushing our own goals? Shakeel argues that meaningful growth starts with empathy—seeing the world through the lens of the customer’s customer.

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Shakeel explains why customer-centricity often falls short despite all the tools and data available today. He offers practical ways to shift this mindset, starting with a simple exercise: map the value chain from your company to the end user. How often do we really take the time to ask, “What does the customer’s customer care about?”

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Leadership also plays an important role in driving this change. Shakeel points out how consistent reinforcement from leaders can shape a culture that prioritizes long-term success over quick wins. The result? Stronger relationships, better alignment, and exponential growth potential.

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Tune in to Shakeel and Alex Raymond’s discussion if you’re looking to deepen your impact as an account manager and create genuine value for your clients. How could embracing third box thinking change the way you approach your work?

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Quotes

• “It’s all about ‘what I want the customer to do based on what I care about.’ Nobody says that explicitly, but underlying that is a mindset still focused on what we need for our business to succeed, rather than what we need to do to help the customer’s business succeed.” (07:50 | Shakeel Bharmal)
• “Third box thinking says if you are Box 1—your company, your customer’s Box 2, their customer is Box 3… By beginning the analysis on your customer’s customer, otherwise known as Box 3, you are now looking at the world not through your lens of what the customer cares about, but you’re looking at the world through the lens of your customer's customer, and looking at your customer from their customer’s perspective.” (13:53 | Shakeel Bharmal)
• “Imagine what the world would be like if we all thought about how the people we serve can be more effective, more impactful at serving the people they serve. And imagine if every human being on this planet took that approach of wanting to help the people that they serve serve the people they serve. Can you imagine the ripple effect of impact and change that would happen?” (18:02 | Shakeel Bharmal) 

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Links

Connect with Shakeel Bharmal:

LinkedIn: https://www.linkedin.com/in/shakeelbharmal/
Website:  https://www.summitvalue.com/

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‍Connect with Alex Raymond:

LinkedIn: https://www.linkedin.com/in/afraymond/

Website: https://amplifyam.com/

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