Unboring B2B is a mission.
B2B brands need to turn over a new leaf.
It serves as a call to action statement for organisations who think that the tried and tested playbooks work the best.
B2B businesses have long been behind the scenes and mostly, sales-led. It is time they step up. They need to build the brand for the long term and become more visible. Importantly, unless brands are optimised and regulated for their intelligence, potential and purpose, they will fail to service businesses for greater performance. And sadly, they will be seen only as adornment and decoration.
There is no compromise on the aspects of sales and profits, but B2B brands need to do better. That will happen when they are truly UNBORING.
