HuffPost: RIP B2X

For years, companies have defined themselves as B2B or B2C or, if they are really progressive, some clever combination like B2B2C. The presumed business model behind any company’s chosen B2X moniker has set the parameters for how it thinks it should compete. But is it time to but the "2" to rest?

In my monthly column on HuffPost, I look at how, as digital continues to take hold, businesses need to stop thinking about unidirectional value flow as represented by the B2X labels. By seeing their world as interconnected and omnidirectional, companies like Michelin have found a wealth of new business opportunities at their disposal and begun to drive real growth from innovation. Should your company follow suit?

Read the full article.

Follow my column on Huffington Post.