The Importance of Thinking Backwards in B to B

I would have thought that B to B is easier because it's like a service based thing between two businesses where it's not. The buyer in a B to B situation is often very different than the person getting the benefit from your innovation which happens further downstream. So you have to extend your thinking when you're using Jobs to be done in the B to B domain to really not think about that buyer right. Again that comes later we don't we don't forget about buying here Alexright. Well we're saying is let's put that aside for a second and see if there's any opportunities for innovation by looking all the way down to the person that gets the benefit of your innovation and work