Build: An Unorthodox Guide to Making Things Worth Making

by Tony Fadell

But even these companies have a fully B2C brand. That’s the other rule: if you cater to both, your marketing still has to be B2C. You can never convince a regular person to use a B2B product that’s obviously not meant for them, but you can convince a company to use your product if you appeal to the human beings inside that company. That’s ultimately how, despite itself, Apple found itself firmly in the enterprise. After the iPhone launched, CIOs were slow to clear it for business use. And while CEOs usually cede anything IT-related to the CIO, this time the CEOs rose up and demanded change. They loved their iPhones. So did their employees. And they wanted to use them at the office. It was Apple’s success at creating something for consumers that led to their success in the enterprise.