B2B and B2C is dead. It is now H2H or, Heart-to-Heart.
I speak a lot about how the world has changed. It is now flatter, faster, more connected and so outrageously competitive that businesses and leaders are struggling with how to lead and thrive in the chaos.
Traditionally, most organizations develop plans and build structure to ‘attack’ the market with B2B (Business-to-Business) and B2C (Business-to-Consumer) marketing communications and sales teams. Wrong! In today’s environment, B2B and B2C approaches will usually result a very one-way, company driven strategy that fails to understand and truly connect emotionally with their customer. And… that is the key, emotionally connecting with people and forming ‘value connections’ that outlast a competitor’s lower price.
Now, winning leaders and organizations are figuring out how to emotionally connect with their stakeholders (I define stakeholders as anyone that your business touches – including employees) in what I call H2H.
I have to admit here that I was taught something very new this week by a client from AstraZeneca. I used to refer to H2H as ‘Human-to-Human.’ When I asked the group Heather and I were leading about: “what does ‘H2H’ mean?” The reply I got from Svetlana Shtankova,a very enlightened HR Director from their Ukrainian operation was; “Heart-to-Heart.” Wow! What an amazing twist on H2H!
It makes so much sense! The essence of leadership today in this flattened, crazy, chaotic world is touching emotions. What better way to touch emotions than touching hearts?
The essence of H2H is just being ourselves and connecting sincerely with our hearts and the hearts of other people.
How? It is easier than you think. However, connecting Heart-to-Heart means parking your agenda and seeking to understand what is important to the heart you are connecting with. Making the other person feel special, appreciated and respected by working to truly understand what their challenges and needs are. Once that H2H feeling is created, you will then receive in return something incredibly special. Trust.
Once another ‘heart’ gives you their ‘trust,’ you will have a lasting bond with that heart that will outlive the cheap price of competitors.
It is now about H2H. B2B and B2C is dead. If you do not find a way to embrace Heart-to-Heart, you will lose employee engagement, customer loyalty and… you will only have cheap price as your competitive advantage. You choose.
Robert Murray is an Author, Global Speaker and Business Strategist. You can find Robert’s books on heart based leadership here. For further advice, ideas and inspiration on leadership, follow Robert on Twitter, LinkedIn or Facebook.
