During different strategic processes, often I come across the reaction; “but we are different. We aren’t a B2C startup”.

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This interesting article appeals to B2C retail, software or social networking startups, but. Whether your startup comes from Life Science, Clean-tech, communications, agriculture… B2C or B2B these principles presented in the article will always have its essential influence on your success.

As I've written already previously, In the end of the day we deal with people. Businesses are managed by people and people have always needs.

Whether they are Consumers, physicians, buyers, CFOs or CEOs their physiological, social or material needs play a crucial role in making corporate decisions.