What do you think is the most common misconception about b2b products and why?

One common misconception about b2b product teams is that they should spend most of their time thinking about the buyer (e.g. an executive, IT decision maker) rather than...

I've worked in IBM for a decade now, so naturally I've been focused on b2b products almost exclusively. The most pervasive misconception I've seen is that b2b products ar...

Misconception: B2B is about selling to businesses and so the end UI/UX is not as important. In reality, the end user is always a person and there are people that are loo...