Forget Sales. It’s Time to Build Transactional Velocity. 

By Ahamed Shine | Founder, Principal Consultant – Strategy and Innovation, BBP India

Why “Sales” Is an Outdated Metric 

In a world where jobs are disappearing, consumer behaviour is shifting faster than algorithms can adapt, and AI is redefining every operating system, the word “sales” feels outdated. What organizations truly need is transactional velocity: Repeatable, meaningful, profitable transactions — not just at the cash counter, but across every touchpoint: digital, physical, internal, and external. 

The Organizational Crisis of Relevance 

Here’s the uncomfortable truth: most businesses aren’t ready for this future. They’re structured for control, not speed. They idolize hierarchy, not outcomes. They prioritize internal reviews over customer conversations. This mismatch is not just inefficient. It’s dangerous. Now is the time! Organizations must undergo an urgent structural re-Wamp — not just to grow, but to stay alive. Forget old-school org charts, dotted lines, and title inflation. BBP has developed a specific 3-Layered Transformation Model that is built for velocity, relevance, and execution:

a) Visionaries: The Architects of Purpose – Not CEOs. Not founders. But clarity-obsessed builders of the future. They set the vision, define the North Star, and create the policies that drive intent and direction. They don’t run the machine. They design the blueprint.

b) Integrators: The Strategists of Structure. These are the nervous system of the organization. Integrators translate vision into strategy, build internal processes, define KPIs, and install accountability systems. They align structure with outcomes, not just with departments.

c) Leadership: The Drivers of Real-Time Execution. Leadership isn’t a title anymore — it’s a function. BBP’s model empowers front-line leaders to execute, audit, and adapt in real-time. They don’t just manage — they drive transformation through a unique operating loop called: 

The Rectangular Loop: A Core Operating Framework developed by BBP 

Every transformation needs a mechanism, not just a strategy. At BBP, we use the Rectangular Loop — a continuous evolution cycle that connects: Process → Culture → Experience → Business 

Process – Design simplified, scalable systems aligned with the vision. Cut complexity. Build velocity. 

Culture – Shape behaviours, rituals, and internal narratives that reinforce the process. Culture is how vision shows up in everyday work. 

Experience – Engineer signature experiences — for customers, employees, and partners — that embody the culture and express the brand. 

Business – Deliver consistent, profitable, and measurable transactions. Not just sales, but velocity-driven, brand-aligned business. And then… the loop repeats — sharper, faster, smarter. 

Why This Model Works 

Because it’s not about scaling departments, it’s about scaling intent. 

– It eliminates redundancy
– It clarifies ownership-
– It prioritizes action over appearance
– It turns every role into a transaction enabler

The big question is, So… How Do You Increase Transactions?

You stop obsessing over “sales.” You rebuild your organization for velocity. You align every function to one truth: Make it easy, valuable, and repeatable for someone to transact with you.

That’s what BBP builds — Future-ready, transaction-first organizations

About Ahamed Shine
Principal Consultant
Strategy & Innovation, BBP
He is the founder and principal consultant at BBP India, a future-focused business and brand consultancy known for driving strategic transformation across industries. With nearly two decades of cross-sector expertise, he specializes in building innovation-first, outcome-driven strategies that help organizations stay relevant, profitable, and future-ready.