I've often written about the need to rethink your business model from first principles. Particularly the idea that many B2B companies and founders actually want to pursue full-stack disruption as B2C companies.

However, another critical mistake founders make is to confuse a B2B2C company with a B2B company.

B2B Companies build products to help companies operate more efficiently. Think Salesforce, Slack, Google Docs. Their products don't really touch the business' customers in any meaningful way.

B2B2C Companies, on the other hand, build products for end-users/consumers but happen to be purchased, re-branded, and re-sold by other businesses.

This is an essential distinction because while B2B companies may spend a lot of time focusing on enterprise features and support processes, B2B2C companies, in many ways, need to act more like B2C companies.

B2B2C companies and products (like B2C companies) must remain laser-focused on building incredible features that end-users love. Otherwise, why would other businesses buy your stuff and offer it to their customers?

But here's the real secret...

These days - the only thing that really matters is the C. Even in B2B, where it appears like there is no C!

Why?

Because in all cases - B2B, B2C, B2B2C, or Even B2D (developers) - you're actually dealing with human beings who need to use and love your stuff.

The massive and growing collection of incredible, product-led business tools (think Slack, Product Board, Calendly, etc) has taught users to demand more from the products they use - both in their personal lives AND at work.

The lines have blurred. The bar has been raised.

In short. Focus on users. Build beautiful products. The rest is mostly a distraction.