Is it time to shift our perspective to B2H? (Business to Human)

For years, we've categorized brands as B2B and B2C, as if they exist on different planets. But let's face it, every decision-maker is a HUMAN.

I have been networking like crazy recently and find that I keep being asked if I build B2B or B2C brands. My answer ends up being, does it matter?

For years, we've categorized brands as B2B and B2C, as if they exist on different planets. But let's face it, every decision-maker is a HUMAN. And last time I checked, humans aren't solely driven by logic or ROI calculations. (If they were, no one would hoard unworn shoes.)

So, let's embrace reality: B2H—Business to Human. Whether engaging with a hospital CFO or a fashion-conscious teen, both seek:

- Understanding

- Relevance

- Human connection (and maybe a good meme)

Considering the rise of AI, genuine human connections are more valued than ever. If your brand feels robotic, it's time for a refresh. Instead of pondering "How do I target B2B or B2C?", ask:

- Who is my audience, and how do I engage them?

Ultimately, branding boils down to human-to-human interactions. And remember, when all else fails... puppies are a sure bet. 🐶

Do you believe brands are improving their approach to human-centric selling, or is there still room for growth? Let's discuss.