No, H2H can’t replace B2B or B2C – here’s why

You’ve probably seen it in your feed on LinkedIn, the image from a lecture somewhere saying “There is no more B2B or B2C. It’s H2H: Human to Human”. Maybe you’ve even shared it. I applaud the sentiment, but let’s be clear: it is flawed logic, and for a very simple reason: B2B and B2C tells us what we’re doing, H2H how we’re doing it. Read more