Selling Power Blog

News & Insights for B2B Sales Leaders

February 27, 2023

The Power of Design Thinking with Winning by Design

By Gerhard Gschwandtner, Founder and CEO, Selling Power
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Jacco Van Der Kooij is the founder and CEO of Winning by Design and bestselling author. He has worked with some of the biggest names in the technology industry. He is also the creator of the Winning by Design methodology, which is based on two key elements – design and scientific principles. In this video interview, Jacco shares his thoughts on the power of design thinking and his views on the shift from sales operations to revenue operations.

From Sales to Revenue Operations

Jacco has seen the shift from traditional sales operations to revenue operations firsthand. He noticed that the knowledge and skills of traditional sales professionals were not being passed on and this inspired him to create the Winning by Design methodology. Revenue operations focuses on the entire customer journey, from marketing to customer success and account management. It combines all different systems such as marketing, sales, and customer success to create a total system with its own characteristics.

The Challenges of Sales Leaders

With the economy slowing down and inflation on the rise, sales leaders are facing new challenges. Jacco believes that the shift from activity to productivity is the major shift that needs to be addressed. Activity is measurable and includes things like clicking on a link or liking a post. However, it does not necessarily lead to productivity. To turn activity into productivity, knowledge and skill are needed.

The Alignment of Sales and Enjoyment

As the world of sales continues to evolve, it is important to remember the importance of aligning sales with enjoyment. In a recent keynote address, Jacco discussed the importance of focusing on the alignment of sales and enjoyment. He believes that joy should always be prioritized over performance.

The Sales Mindset of the Past

In order to understand the importance of aligning sales with enjoyment, it is important to look back at the sales environment of the past. Prior to the digital age, sales were primarily a solo job. Salespeople were expected to go out on the road and make money for themselves. As a result, the mindset of performance-driven sales was born. Salespeople were expected to make more money for themselves, even if it meant cutting corners and elbowing each other out of the way. This mindset of competition still exists today.

The Importance of Aligning Sales with Enjoyment

The sales environment of the past is drastically different from the sales environment of today. With the rise of digital technology, sales are no longer a solo job. Instead, sales are often shared by teams of individuals. In addition, the mindset of performance-driven sales has shifted to a mindset of collaboration and cooperation. Sales are no longer about making money for oneself; instead, they are about working together to make money for the company. This shift in mindset is important for aligning sales with enjoyment. As sales teams work together to make money for the company, they can experience a greater sense of joy and pleasure from their work. By focusing on the alignment of sales and enjoyment, sales teams can create a positive, collaborative environment that encourages teamwork and cooperation.

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Gerhard Gschwandtner is the founder and CEO of Selling Power.