The Transformation Trilogy
A New Era of Sales and Leadership in a Chaotic World
Book One
Smoking with Joe
A Salesperson’s Journey to Redemption
John, a seasoned Regional Sales Manager, is at a breaking point. Crushed by aggressive targets and the relentless pace of Stretch Selling, he faces both a personal and professional crisis. Unexpected mentors and deep moments of introspection set him on a transformative path – from a short-term, pressure-fueled mindset to the value-driven world of Satisfaction Selling. But will this shift be enough to save his career – and himself?
Book two - to be announced
Walking with Kris
A Journey from Sales Mastery to Leadership Excellence
Book three - to be announced
Dancing with Tao
A CEO’s Journey to Leading from the Future
The Transformation Trilogy
Everything in this story is true – and some of it actually happened
The Transformation Trilogy is about Spectra Robotics a leading automation and robotics company, bridging the gap between complex industrial robotics and user-friendly automation.
For over a quarter of a century, Spectra has grown from a visionary startup into a global leader in intelligent, adaptive systems across industries – ranging from automotive and electronics to MedTech and elderly care – evolving from traditional mechanical applications to modern-day dynamic systems.
Over three transformative years, Spectra Robotics navigates the complexities of an evolving market where traditional strategies begin to falter.
The company shifts from the aggressive, problem-focused Stretch Selling tactics – centered on identifying customer pains and problems – to the value-based Satisfaction Selling approach, which emphasizes customer desires, long-term value, and authentic connection.
This evolution marks a journey from product push to customer pull, from a mechanical approach focused on fixing the weakest link to a dynamic approach where success is defined by the system’s strongest parts, and from burning platforms to igniting passion and fueling a burning desire.
About the Authors
Henrik Wenøe
Henrik Wenøe, B.Sc. in Chemical Engineering, with a diploma in sales and marketing, and a Master Trainer of NLP™ & NLP Consultant Trainer for Business, is the CEO and owner of Acuity World with over 30 years of experience in Sales & Marketing, Communication, and Leadership. Since 2000, Henrik has professionally trained leaders and Sales & Marketing professionals worldwide and has co-authored several books on sales (Satisfaction Selling), leadership, communication, coaching, and personal development.
Henrik specializes in designing and executing customized training programs for sales performance and communication and is the designer of the Personal Leadership Program – PLP™ and the Personal Selling Program – PSP™.
Henrik is also a MythoSelf™ Master Trainer and has been significantly influenced by Soma Semantic™ Modelling and The MythoSelf® Process, and he trains professionals globally in the Satisfaction Selling method and the Satisfaction Cycle.
Jesper Lemmich
Jesper Lemmich, Ph.R. in Chemical Engineering, certifed NLP™ Master Practitioner, and New NLP™ Business Coach, began his career in academia but soon after moved into the business world, combining his strong technical background with the psychological insight and understanding gained from his NLP training.
Over the past 21 years, he has held central global positions in marketing, J&R, HJ, and business development in various international high-tech companies. (n parallel with this career, he has co-authored several books on personal development, leadership, and communication.
Jesper is also the author of the critically acclaimed Ranish thriller novel “Den Tabte By (The Lost City), published by Gyldendal in 2007. The novel, inspired by his own experiences in the science world, weaves a gripping tale of scientic intrigue, ethical dilemmas, and personal redemption. Set against vividly rendered backdrops in South America, it combines thrilling storytelling with autobiographical elements, showcasing Jespers uniqe perspective on the interplay between human ambition and moral responsibility.
Are you ready to implement Personal Selling and the Satisfaction Selling strategies from The Transformation Trilogy to transform your leaders and salespeople into trusted advisors?
Book Review
What if selling wasn’t about pressure - but about possibility?
Smoking with Joe is a unique and engaging book that presents the Satisfaction Selling methodology through a beautifully written narrative. It’s clear that the author knows sales inside and out – situations, characters, and dialogue feel instantly relatable.
As someone who’s been in sales and sales leadership for over 20 years, trained in traditional stretch selling – find the problem, amplify the pain, and close on the fear of doing nothing. This book really challenged and inspired me.
The Satisfaction Selling approach flips the script. It focuses on creating a positive, human dialogue, where you meet people with respect, recognize what already works in their business, and build from there. I’ve tried applying this mindset in my own sales conversations, and the result has been remarkable.
By helping people dream instead of pushing them to fear, the conversation changes. People open up. Trust builds faster. And the relationships that come out of it are deeper and more meaningful.
You root for Joe throughout the story, but what makes the book powerful is how it subtly rewires your thinking as you go. You reflect on your own practice. You start seeing better ways to connect.
I highly recommend Smoking with Joe to any B2B sales professional who wants to sell with both skill and sincerity and still drive real results.
Alexander Gingold, Sales Director, The View