I recently stumbled upon a book titled: “There is no B2B or B2C. It is all about H2H—Human to Human” (https://a.co/d/geC0M1m). It’s not a thick business bible. No long-winded theories. It’s short. Simple. Yet, it struck me. Sometimes, the shortest phrases trigger the biggest reflections.
It got me thinking… not just about ecommerce & business, but about life itself.
We Are All Humans First
Whether it’s a team I’m coaching, a project I’m leading, or a customer I’m supporting, I always approach it the same way:
I love to help you. I want to work with you. But I also need your help to help you.
Why? Because I’m not God. I’m not a superhero. I’m just a human being—a colleague. And when I say this, something shifts. Barriers come down. Trust starts to build.
The Trap of Roles and Metrics
In business, we get so caught up in labels: B2B, B2C, KPIs, metrics, processes.
• How long did a user stay on the website?
• How many tasks were closed this sprint?
• How much revenue did we gain this month?
These are all valid, but they miss something essential: the human behind it all.
A customer isn’t just a conversion rate. A team member isn’t just a resource. A colleague isn’t just a role.
When we focus only on numbers, we lose empathy. We lose connection. And connection is what truly drives success.
Bringing H2H to Projects and Teams
When I join a new project, I tell the team two things:
- I’m here to help you succeed.
- But I need your help to do that.
It’s not a trick. It’s not a motivational speech. It’s just honesty.
By approaching teams as humans—not resources—I’ve seen trust grow. And when trust grows:
- People communicate more openly.
- Teams collaborate with purpose.
- Problems get solved together, not in silos.
And guess what? The metrics improve too—but this time, as a side effect of the human connection.
H2H is Everywhere
This isn’t just a business lesson. It applies to life.
- In relationships: Listen. Be present. Help each other.
- With yourself: Admit when you don’t have the answers. Be kind to yourself.
- In everyday interactions: Treat people—colleagues, customers, strangers—with the respect you want for yourself.
Because we are all humans first. It’s that simple.
What About You?
Next time you work with a customer, a team, or even face a challenge yourself, ask:
- Am I seeing the human behind the role?
- Am I building trust and connection, or just chasing numbers?
I’d love to hear your thoughts. Do you approach your teams or projects with a Human-to-Human mindset? Or do you feel business has lost touch with this idea?
Let’s talk. Because, in the end, it’s not B2B or B2C. It’s always H2H.
Inspired by the book: “There is no B2B or B2C. It is all about H2H—Human to Human.”
