B2B vs B2C

In B2B organizations like Ogilvy or Six-Eld, the business deals are mostly transacted between people. The decision is often made collectively with a household as the decision-making unit. In B2C generally, you're asked to justify your decision-making and that makes it more conservative than even B2C behaviour. At least we have this breed of consumer entrepreneurs who will try things differently in B2B but there's no guarantee they'll succeed.