PRESS & MEDIA

Press material for journalists and reviewers.

Everything you need for articles, interviews and book reviews about The Fire Triangle: bios, high-resolution photos, cover art, key quotes and the facts. Free to use, with credit to “Uitgeverij De Vuurmaker”.

Contact

For interviews, review copies and speaking requests:

Greg Trinidad
pers@vuurdriehoek.nl
+31 6 20 35 86 03

Short bio — 50 words

Greg Trinidad (1962) is the author of The Fire Triangle and Diagnostic Selling. He worked more than twenty years in sales, sustainability and AI — from a call centre in Manila to mobile banking in Addis Ababa. Everywhere he saw the same pattern: the answer was already there, and nothing was decided. This book explains why.

Long bio — 200 words

Greg Trinidad (1962) started his career behind a gaming table in a casino and became a financial adviser. He helped build mobile banking in East Africa, Regional Sales Director for Short Stay Group in Metro Manila for ten years — where he ran a call centre for more than two thousand apartments in Europe, years before Booking.com existed — eight years in digital sales at YAYS Group in Amsterdam, worked on the Eurostar project at British Rail, and worked as an SAP S/4HANA consultant and AI strategy consultant at Cognitus.

Across all these roles he saw the same pattern: people understood, agreed, and still didn’t decide. Only when he stopped convincing and started looking at the assumption underneath did things start moving. That pattern is the Fire Triangle: a decision only happens when three conditions are present at once — stake, trust and urgency.

Today Trinidad is an author, adviser and founder of Verduurzamen Doen We Samen, AskHenk and Boekhoudlive. The Fire Triangle is his first book and Diagnostic Selling his second. Both are published by Uitgeverij De Vuurmaker in Venlo, the Netherlands, and both are available in English and in Dutch as an e-book.

Four key quotes from the first book

“A fire never goes out because the match was not good enough. A fire goes out because one of the conditions for lighting it was missing. With people it is no different.” Chapter 3

“Waiting is the safest decision there is.” Chapter 14

“So if you want to get someone moving, you are not only competing with other solutions. You are competing with waiting.” Chapter 14

“A design flaw that fails outright gets found. A design flaw that half works can stand for a hundred years.” Chapter 9

The facts — book one

Title	The Fire Triangle
Subtitle	How decisions are really made
Author	Greg Trinidad
Publisher	Uitgeverij De Vuurmaker
Release	Autumn 2026
Extent	19 chapters · 2 parts · 575 pages
Formats	Paperback and e-book (epub, pdf)
Price paperback	€ 24.99
Price e-book	€ 12.99
ISBN paperback	to follow
ISBN e-book	to follow
Language	Dutch and English
Author page	Greg Trinidad on Amazon

The facts — book two

Title	Diagnostic Selling
Subtitle	the Greg Trinidad Method
Author	Greg Trinidad
Foreword	Ruud Kox, Dealer Finance
Publisher	Uitgeverij De Vuurmaker
Published	2026
Extent	28 chapters · 3 parts · 427 pages
Formats	E-book (epub, pdf) · paperback to follow
E-book price	€ 12.99
ISBN e-book	to follow
Language	English and Dutch
Dutch title	Diagnostisch verkopen — de Greg Trinidad methode
Series	Second book, after The Fire Triangle

Two key quotes from the second book

“Diagnostic Selling is not a sales trick. It is the design principle for a new sales organisation.” Chapter 19

“Selling is no longer about the salesperson. That is finished.” Foreword

The definition, for quoting

The second book fixes one term. Anyone writing about it may quote this definition in full:

“Diagnostic Selling is a sales method and sales-organization model in which the seller does not begin with persuasion, presentation or proposal, but first systematically diagnoses which of three conditions for a responsible decision is missing: Stake, Trust or Urgency. The diagnosis then determines the smallest justified next step — including waiting, stopping, or not selling at all.” Greg Trinidad · Diagnostic Selling — the Greg Trinidad Method

Downloads

All image material is free to use for publications about the book, with credit.

About the publisher

Uitgeverij De Vuurmaker is a trading name of Triban Online Group V.O.F., based at Villafloraweg 1 in Venlo, the Netherlands. Registered with the Dutch Chamber of Commerce under number 93458649. The Fire Triangle is the imprint’s first title and Diagnostic Selling its second.