One of the most confusing distinctions we’ve created in the business world is that between the business to customer (B2C) and business to business (B2B) consumer. It’s argued that because these two groups of customers are working towards different outcomes—efficiency vs. entertainment, expertise vs. enjoyment, that they also have different motivations.

The B2B consumer is expected to make decisions based on logic, while the B2C customer is thought to be driven by emotions. The result is that we often forget to treat the business customer with empathy and the retail customer with respect.

The people we hope to serve are not just defined by the title that’s printed on their business cards. CEO’s and Vice Presidents have just as many problems and fears, hopes and dreams as the next person. A corner office doesn’t strip someone of their humanity. Our marketing shouldn’t be designed to do that either.

Image by Chris Marchant.