Overcome Your Growth Challenges By Helping Your Customers Overcome Theirs

Create value for your customers and capture value for your shareholders by unlocking the secrets of your customer chains. This thought provoking book by two global strategy experts offers a proven approach for solving a company’s most difficult growth challenges.

Delivering actionable advice for any business, CoDestiny shows how firms can create alignment with their customers, suppliers, and channel partners, resulting in shared success for all.


Solve your most difficult growth challenges by unlocking the secrets of the customer chain.

This thought-provoking book by two global strategy experts delivers a proven approach for solving a company's most difficult growth challenges. To create value for your customers and capture value for your shareholders, the authors describe how to unlock the secrets of your customer chains.

CoDestiny goes far beyond theory by presenting unique ideas, approaches, and tools to put your firm on a path toward profitable growth. The authors present actionable plans that can be implemented immediately and deliver concrete results. The in-depth framework yields comprehensive, consistent, and foolproof go-to-market strategies and get-to-market implementation plans.

Relying on decades of real world experience working with global manufacturers, distributors, and service providers, the authors illustrate their growth maximization techniques with powerful case studies. Examples from such industries as electronics, building systems, packaging, telecommunications, and vehicles illustrate how firms that create a win for their customers can deliver rewards to their own shareholders.

The authors deliver powerful advice for any business, from start-up to market leader, with any product line, in any industry, in any location. They show how firms can create alignment with their customers, suppliers, and channel partners, resulting in shared successes for all. Follow the sure path to tremendous growth with CoDestiny.


CoDestiny is a real eye opener for anyone who thinks they are in a  commodity business. The book provides an excellent road-map for dissecting purchasing behavior at multiple levels in the buying chain—it provided me with a new appreciation of the need to align the company’s go to market strategies with the full customer chain.

Stephanie K. Kushne

Executive Vice President and Chief Financial Officer, Broadwind Energy, Inc., Naperville, IL. 

This is a must read for executives that understand the importance of getting ahead of the competition.  CoDestiny provides the foundation for sustainable success and value creation for customers and business stakeholders, with a clear and detailed implementation plan and appropriate case studies.

Jose Orlando Melo de Azevedo,

President, Petrobras America Inc., Houston, TX

The authors cite numerous real life examples of strategy put into action, with measurable, concrete results.  It is not often that one finds such a well written, concise, logical step by step approach to implementing a marketing plan.

Denise Lee

Vice President, Sales and Marketing, ZF Lemforder Corporation, Northville, MI

CoDestiny provides business leaders enlightened perspectives on successful growth strategies in today's increasingly international, dynamic and interdependent business environment. In examining and challenging the boundaries that have historically separated companies from their internal and external suppliers, distribution partners, and customers, new process-oriented strategies emerge that highlight the potential to achieve shared goals and higher profitability in an increasingly competitive global market.

Gene Cassis

Corporate Vice President, Worldwide Business Development and Investor Relations, Waters Corporation, Milford, MA

As we move through the 2010 decade, organic growth is on many agendas. The real key now is understanding the 'customer chain' and how to identify, create, and capture your fair share of value - through driving your customers’ success. These two practical, experienced, thought leaders show you how.

Ralph A. Oliva

Executive Director, Institute for the Study of Business Markets, and Professor of Marketing, Smeal College of Business, Penn State University

"CoDestiny provides a wealth of questions, tools and frameworks to generate one of today's most valuable and elusive elements of business success: customer insights. Any leader looking for ways to methodically increase their profitability would do well to keep this book at the top of their reading list. The authors share practical tools such as the Market Map and Customer Chain Map, which walk you right down the path to a much deeper and effective understanding of exactly what your customer values."

Rich Horwath

Author, Deep Dive: The Proven Method for Building Strategy

Many of our businesses have benefited from the concepts outlined in CoDestiny. The authors detail how to find previously undetected growth opportunities in complex business markets and convert these opportunities into wins for both customers and shareholders. CoDestiny is a superb book.

David B. Speer

Chairman and Chief Executive Officer, Illinois Tool Works, Chicago, IL

In CoDestiny, George and Atlee provide a template for the entire process. From mapping an industry to searching for value levers, their experience will enlighten and illustrate the foundations of their assessments. More important, the book's thoughts on relationships will aid in the execution of the plans and the realization of effective partnerships essential to success.

From the Foreword to CoDestiny. Charles A. Peters

Senior Executive Vice President and Member of the Board of Directors, Emerson, St. Louis, MO

The approach that George and Atlee describe in CoDestiny is extremely pragmatic, delivering an intuitive and detailed Market Map showing the structure of target segments and their key sub-segments, the participants, and the customer chains that link them. Using this approach, they provided clear direction to our organization as to the levers that we could use to create value and gain critical insights. Additionally, this approach facilitated the development of a detailed implementation plan to ensure that our organization was able to execute.

Steve Henderson

President, Dow Automotive Systems, Detroit, MI

CoDestiny offers compelling and informative concepts for driving creative new management approaches to spur business growth in a very competitive and challenging business environment. The authors make it easy to conceptualize how these concepts can be applied across any business enterprise. In our particular industry, supplying medical devices to the health care industry, these principles are particularly pertinent as the customer value chain is complex and demanding. In serving hospitals and physicians, listening to our customers has been a hallmark for driving significant growth over the past 30 years. And yet, even in this successful business dynamic, the authors bring new ideas, methods, and refreshing new concepts to understand more accurately how to enhance this well established and fundamentally strong manufacturer/customer relationship. The authors use compelling arguments, along with a variety of examples and a thoughtful methodology, to explain and enrich the concept of determining where opportunities exist to incrementally grow a business. CoDestiny is a meaningful new approach to enliven your creative business planning efforts, particularly important in these times where we all face ever-strong global competition and complex business environments.

Donald E. Robinson

Vice President, Operations Strategy, Boston Scientific, Boston, MA

Our products are not a commodity, rather an 'engineered product' but our OEM customers treat us as a commodity. We all should quit whining and define how we create value. George and Atlee's process to understanding the channel partners and the value chain is spot on to creating customer value and generating growth. Also, as they indicate, don't forget to develop a robust action / implementation process to achieve results. CoDestiny is a great read; now let's just follow their advice.

Douglas Evans

Chief Operating Officer, ADAC Automotive

A key takeaway for me is that most 'textbooks' focus the value proposition discussion on the end user of a product. CoDestinyhighlights that managing the value proposition for a company's channel partners and other participants in a product's value chain are just as important for success. At Otis, we have implemented this concept and leveraged it many times around the globe.

G. Sandy Diehl

Vice President, United Technologies Corporation, Farmington, CT

Too often growth initiatives miss their targets for lack of well-defined strategies and plans that bring an idea to fruition. CoDestiny outlines a thorough approach, with many real world examples, that clearly increases the odds of successfully creating value for your customer chains. An excellent read for anyone looking to capitalize on growth for their business.

Bill Reitman

Senior Vice President, Sales and Customer Support, Briggs & Stratton Corporation, Milwaukee, WI

CoDestiny unravels the mysteries and paradigms that companies often build around customer care-abouts. Applying the authors' concepts has driven transformational change in my business by unlocking new opportunities, delivering untapped sources for profit growth, and fostering extraordinary levels of organizational alignment and satisfaction. CoDestiny delivers the secret formula to this success.

Thomas E. Crone

Executive Vice President & Chief Marketing Officer, Valin Corporation, Sunnyvale, CA

Creating and capturing a lasting competitive advantage is critical in today's ‘new normal' economy. The place it's most difficult and rewarding to achieve it is with your strategic customers. George and Atlee's book CoDestiny proposes an analytical approach and a methodology which are both relevant and very pragmatic to help companies create the advantage. The book is very logical and full of concrete examples/business cases which make the point. All CEOs today want to make their sales force more strategic. George and Atlee's book is a great contributor to this objective.

Bernard Quancard

President & CEO, Strategic Account Management Association (SAMA), Chicago, IL

CoDestiny reveals the key to unlocking the power of your business' Relationship Advantage. Pope and Brown transform the way every business must view their relationships in this new business environment!

Ed Wallace

author of the critically acclaimed book Business Relationships That Last, Newtown Square, PA

CoDestiny is a valuable and practical guide to helping executives focus on achieving growth through their customers. As businesses look for fresh approaches that will catapult themselves forward, this book is a worthy read and great to have in your toolbox.

James D. Power IV

coauthor of Satisfaction: How Every Great Company Listens to the Voice of the Customer and former executive at J.D. Power and Associates, Agoura Hills, CA

Understanding the customer chain is the lever for value creation in any business. Companies that follow the path outlined in CoDestinywill unlock growth opportunities, build customer loyalty, motivate employees, and grow shareholder value.

David D. Petratis

Chairman, President, and Chief Executive Officer, Quanex Building Products, Houston, TX, and former President and Chief Executive Officer, Schneider Electric North America

CoDestiny provides managers with an approach that helps define strategy in a complex, globally competitive world. The authors help ensure that meaningful strategies are translated into the best action plans. We have worked with Atlee and George across several of our businesses and greatly appreciate their insight and results.

Mark S. Cross

Senior Vice President, MeadWestvaco Corporation, Richmond, VA



Atlee has worked with global business-to-business executives and private equity firms, co-authored more than 50 papers, and has been a guest speaker at numerous business and university events. Before co-founding and building Blue Canyon Partners, Atlee served in leadership roles in several start-up ventures and was a vice president in global corporate finance with First Chicago. Atlee earned an MBA from Northwestern University Kellogg School of Management and a BA from the University of the South in Sewanee, Tennessee.


George F. Brown, Jr., is cofounder of Blue Canyon Partners, where his practice allows him to contribute to solving clients’ business-to-business growth challenges. Prior to Blue Canyon, George held senior leadership roles in a number of organizations, including DRI/McGraw-Hill and ICF Kaiser International, and he served as the Theodore Roosevelt Professor of Economics at the U.S. Naval War College. He has published extensively in academic and business journals and testified frequently before Congress. George received his MS in Industrial Administration and his PhD in Economics from Carnegie Mellon University.