Wolf&Grayson EditorialIt takes a bold leader to question the foundations of modern business and an even bolder one to rebuild them. Dr. Amir Kahani, PhD in Economics, has spent more than four decades doing just that. As a business transformation architect, former professor at Tel Aviv University, and author of Profit with Purpose and God Creates Business First, he developed the 3Win Methodology- a framework that’s redefining how organizations grow, sell, and sustain impact through ethical and strategic collaboration.
At the core of Dr. Kahani’s methodology lies a belief that profit should serve a greater purpose, with trust, ethics, and measurable contribution as the new foundation for doing business. Together, they encapsulate the pillars of his 3Win Methodology to create a win for the seller, a win for the buyer, and a win for every stakeholder in the value chain, including the end consumer.
The 3Win Methodology was born from observing how companies tend to fixate on their paying customer while overlooking the entire ecosystem that sustains long-term success. “It’s not accurate,” he says. “In B2B and even B2C, the end consumer is the real customer.” By aligning the whole value chain around that end consumer, businesses can build deeper trust, forge stronger relationships, and unlock lasting profitability.
From Value-Based to Contribution-Based Pricing
While many modern organizations have embraced value-based pricing, Dr. Kahani believes the concept needs an upgrade. “Value is subjective,” he says. “What’s valuable to you may not be valuable to me. But contribution, that can be measured.”
His “contribution-based pricing” approach shifts focus from what a product costs or how much it’s used, to the quantifiable contribution it makes to a buyer’s success. This approach not only redefines how businesses price their offerings but also how they communicate their worth. “When trust and contribution drive your pricing,” Dr. Kahani says, “you stop leaving money on the table.”
He illustrates this with a simple example: a glass of water is worth little in a café, but priceless in the desert. The product doesn’t change, but its contribution does. “It’s the same in business,” he says. “The context defines the true value, and contribution pricing makes that measurable.”
This philosophy operationalizes through his Value Selling Organization (VSO) framework and Unique Business Contribution (UBC) model- the methodologies he teaches in his workshops and applies with clients.
Trust as the New Currency
In a marketplace increasingly shaped by artificial intelligence, where deepfakes blur authenticity, AI-generated pitches flood inboxes, and algorithms mimic human behavior, Dr. Kahani sees trust as a competitive differentiator. “AI can fake a conversation, even a person,” he says. “But it can’t fake genuine ethics or consistency.” His call for ethical leadership stems from what he views as an urgent need to rebuild confidence in commercial relationships. “Trust is the foundation,” he says. “Without it, even the best strategy fails.”
To build trust, companies need to understand what drives human decision-making. Dr. Kahani’s study of neuropsychoanalysis, a discipline that merges neuroscience with psychoanalytic principles, has given him a unique perspective on this process within business contexts. “Everything starts from fear,” he says. “Fear of being hungry. Fear that my company will have a cyber attack and lose money and I’ll lose my job. These fears drive us to start the buying process. But if a seller understands those emotions and knows how to transform fear into trust, deals close faster and relationships last longer.”
A Teacher’s Mindset
Dr. Kahani built and advised companies navigating complex transformations. With more than four decades of executive experience leading international sales and strategy operations, he’s seen firsthand how shifting market dynamics reshape business. Despite his extensive executive background, including decades leading sales and strategy teams across international markets, Dr. Kahani sees himself as a teacher rather than a consultant. “I give leaders a new language, a new way of thinking about business.” This work has become his life mission.
His workshops, built around the 3Win Methodology, are designed to reshape mindsets in just two days. The process begins with a dynamic session that challenges long-held assumptions about selling, pricing, and leadership. During this workshop, Dr. Kahani highlights the deep emotional aspect of the buying process and helps participants understand how and what should be done to create a trusted organization by implementing ethical rules. By the end of the two days, participants create their first UBC statement and develop a plan to close the gap between where they currently are and where they would like to be.
“Once people understand the science behind the shift, they never go back,” Dr. Kahani says. After the initial workshop, companies can continue with a six-week tailored implementation process to fully embed the methodology into their organization.
The results speak for themselves. One client, a struggling B2B company that had been competing solely on price, implemented Dr. Kahani’s Unique Business Contribution (UBC) framework. Within months, they repositioned themselves from “just another service provider” to a strategic partner, and increased their average deal size by 40%.
Another example: a cybersecurity company changed how they approach their potential clients, restructured their internal processes, and slowly adopted their business to the new concept. The result was improved profitability and stronger customer relationships.
Profit with Purpose: Building Ethical Business Communities
Dr. Kahani is now launching a broader movement, one he calls “Profit with Purpose” – a community for leaders who want to create a better world by inspiring businesses to develop solutions that have a positive impact on society’s well-being, leaving a positive mark on their country. “When businesses act ethically and contribute to society, everyone wins,” he says. “It’s not charity; it’s responsibility.”
To him, this shift is not ideological— it’s practical. Companies that lead with purpose, transparency, and measurable contribution build stronger brands, attract better talent, and earn deeper customer loyalty. “It’s about creating trust that outlasts the transaction,” he explains.
Connect with Dr. Kahani on LinkedIn to learn more about his transformative approach to business leadership.
