B2B or B2C - does it really matter in comms?

Why do we still split communications into B2B and B2C like they require fundamentally different thinking?

The person approving a six-figure technology contract and the person choosing a mobile provider are both making decisions shaped by trust, reputation, and how a brand makes them feel. The job titles are different, but the underlying process is much the same.

It is always a person making that call, not the company.

Yes, buying cycles, approval chains and budget scrutiny all differ. But none of that removes the human element from the decision.

No matter how large the organisation, how many departments are involved, or how many people sit around the decision-making table, you are still communicating with individuals. And each of them is forming a view based on their own perception of your credibility and the reputation your organisation carries.

Most frameworks underplay that. Every decision, however complex the process around it, comes down to whether someone trusts your organisation enough to act.