Ashley Stirrup

B2C: "It's black, it fits my apartment, it makes hot water for my tea. I love it." B2B: "We need to supply a factory with water and serve a thousand people across multiple offices." Fabian Hans, Founder at COGNITEER, uses that contrast to explain why you can't copy tests across the two. Same product category. Completely different shopping behavior. One buyer is picturing the thing in their living room. The other is solving for scale, logistics, and a dozen stakeholders. Your test doesn't fail because the idea was bad, it fails because you borrowed it from the wrong buyer.