There are so many ways to categorise your business: B2B, B2C, B2B2C, D2C and so on.
There’s also a very simple way to approach the matter. All business is H2H, human-to-human. All your decisions are value judgements consciously and even without acknowledging them.
We choose our business partners, products, employees, customers and ways of conducting our business. All these tell who we are and how we do things.
Values become important when you need to do something hard and not obvious. When it becomes easier to choose the apparently easier and often more convenient choice, at least in the short term. That’s the shortcut. The long-term costs can be dear or even devastating. But the gains may be hard or impossible to communicate or see if you decide to do the right thing. It’s no fun to be a target of criticism or take the contrarian few.
Good human-to-human business is based on strong values and culture. It requires trust, empathy and acceptance of risk-taking and long-term view as bases of good overall business. It requires aligned owners, management and board that do not shy away from tough circumstances.
What are the values of your business? Are they the same when you act as a consumer?