Most business people find it hard to see the buyer-centric opportunity because they look at value creation through the eyes of a particular business trying to improve its performance, profits, and so on.

Trying to improve the performance and profitability of another entity - in this case, the individual - does not enter their agenda. So the buyer-centric opportunity remains invisible.

So what is the difference?

In a nutshell it is this. Traditional seller-centric organisations are focused on improvng the economics of the firm. Only if the firm improves its economics can it pass benefits back to customers in the form of better products and services and/or lower prices. So every issue, problem and opportunity is addressed from this standpoint: does it - how can it - improve the economics of the firm?

Buyer-centricity turns this on its head. Its purpose is to improve the economics of the individual. If the economics of the individual improve, then that individual is in a position to pass some of the benefits back to his suppliers. This increased 'investment' may take many forms - more money, time, information, attention, work, emotional engagement, whatever. But its value is unquestionable.

Both buyer- and seller-centric business models, therefore, create 'win-wins' between buyers and sellers. But these win-wins have a different centre of gravity.

• Seller-centric win-wins revolve around, and depend on, improving the economics of the seller, or producer.
• Buyer-centric win-wins revolve around, and depend on, improving the economics of the individual.

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