User:Neladspwara/sandbox

Business-to-human (B2H) is a play on the more common business-to-consumer (B2C) (Business to Customer) and business-to-business (B2B) (Business to Business) terms and attempts to capture the idea that companies should be responding to and filling real human needs by adding value to people's lives rather than seeing business strictly as a method to extract value.

The idea sprang out of one of the most common attributes of startup company (startup) failure - lack of market need. According to a report from CB Insights, 42% of all startup failure can be attributed to this. According to the same report, "tackling problems that are interesting to solve rather than those that serve a market need was cited as the number one reason for failure in a notable 42% of cases." As [startup] Patient Communicator wrote, 'I realized, essentially, that we had no customers because no one was really interested in the model we were pitching. Doctors want more patients, not an efficient office.'"

B2H seeks to change that by starting with the need first and building the product out of the need rather than beginning with the technology, as many startups do. sFBI, a “venture builder,” in Israel has publicly embraced this idea and runs their five startups with this method in mind, according to their website and blog posts.

B2H has been adopted by many prominent marketers. At a Marketo event in March 2016, Marketo's Group VP of Marketing Chandar Pattabhiram said: “Marketing isn't just B2B or B2C... marketing is 'Business to Human,' that's what it's about.” The marketing agency MGR is a prominent proponent of the related idea that consumers of brands are ultimately people, and should be treated as such.