Steve Jobs was clear about the lesson he’d learned and made sure we all learned it, too: any company that tries to do both B2B and B2C will fail. Is your customer Jim the Millennial, who saw your ad on Instagram then bought your product as a Christmas present for his sister? Or is it Jane the CIO of a Fortune 500 company who answered a cold email from your sales team, negotiated pricing and different product features for months, and now needs a team of customer success agents to train the five thousand employees under her? You cannot hold both those people in your head at the same time. You
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