Business-to-business (B2B), business-to-consumer (B2C), business-to-government (B2G), consumer-to-consumer (C2C), and more—they’re handy shorthands to describe business models, but they occlude the key agents in all business exchanges.
Whatever your business model, remember that at the fundamental level it’s human-to-human.
Business isn’t transactional, it’s relational, and all strong relationships are built on trust.
