Who pays isn’t always who uses.
Same craft, different game. Who decides, how fast, and what wins all change with the customer.
B2B · Businesses
B2C · Consumers
Who pays?
Often not the user. A buyer or committee signs.
Usually the same person who uses it.
How they decide
Business case, ROI, security, compliance.
Feel, trust, price, habit, word of mouth.
Sales cycle
Weeks to months. Many stakeholders.
Seconds to days. Often self-serve.
Feedback
A few loud accounts. Easy to over-weight.
Lots of behavioural data. Hard to hear the why.
What wins
Fits the workflow, integrates, proves return.
Delightful, simple, becomes a habit.
Win the buyer. Keep the user.