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30+ yearscommercial experience
FCIM · MBAstrategy and marketing
Globaltraining perspective
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Discuss your challengeA new perspective on strategic accountsWhere
Where
Value
Lives
5″inside the customer’s mind
Flagship thinking
Value is not what you deliver. It is what the customer recognises.
Where Value Lives reframes strategic account management around a simple truth: value exists in the customer’s mind, shaped by context, attention and experience. It brings three decades of practical learning into one clear, human-centred approach.
01 Value is customer-defined
02 Context changes everything
03 Attention is the scarce asset
04 AI scales human attention
“The truth is universal. The expression of the truth is contextual.”Fred Mills, FCIM, MBA
About Fred Mills
Experience distilled into practical advantage
Fred Mills is a strategist, author and international trainer with more than 30 years’ experience across pharmaceuticals, MedTech and professional development. His work connects rigorous business thinking with the realities of customers, teams and markets.
He specialises in strategic and key account management, customer experience, marketing, sales, leadership and the practical application of AI.
20+years training globally
4established Udemy courses
FCIMFellow of the CIM
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Popular areas of expertise
Explore a focused selection, then open the full library for more than 150 practical resources.
Strategic Account Planning
Frameworks for prioritising, planning and creating mutual value.
Explore →Customer Experience Tools
Map journeys, diagnose friction and design better experiences.
Explore →Consultative Selling
Practical techniques for better discovery and stronger proposals.
Explore →AI for Managers
Use AI thoughtfully to improve decisions, productivity and delivery.
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