The Fool on the hill or the Sage on the mountain: Sailing the Challenging B2B World

Ever heard the tale of “The Fool on the Hill"?

No, we're not talking about a work of fiction; we're delving into the nightmare many B2B executives face.

Alone, atop the hill.

Imagine being in a company where the star of the show is the B2C business, and you're the fearless captain of a small vessel known as "B2B," "Professional," "Pro," "Business," "Out Of Home," or something along those lines.

Your company, which sees itself as serving the end consumer, is meticulously designed and perfectly oiled for the B2C business.

Everything runs like a well-oiled machine and yields excellent results.

And right in the midst of this apparatus lies your "small" B2B business (small by comparison, as it may well be raking in 5, 10, 30, or 60 million euros/dollars annually).

In your daily operations, you see clearly that many of the processes and ways of working in the B2C world are not, by any means, suitable for the B2B business.

You're acutely aware that it's not the same when the end consumer is an individual versus a company or a professional using your product or service in their own business.

You've tried to explain this countless times.

You've highlighted the changes that could enhance the performance of the B2B business (which, by the way, probably already delivers good results).

But no, it's futile. What you're proposing deviates from the primary B2C path, and no one listens.

You find yourself alone at the hill's summit, shouting strange things that no one seems to grasp, or worse yet, that no one wants to understand.

But what if I tell you that you could become “the Sage on the Mountain" instead of “the Fool on the Hill"?

Join me on this adventure to discover how.

The Dilemma of “the Fool on the Hill"

Picture this: your B2B business is like a lone wolf in a world filled with B2C sheep.

(Now, let's cue an epic soundtrack for a more heroic feel.)

It can feel like you're in a soap opera—a tough, marginalized character crying out into the void.

The company, fixated on consumers, doesn't seem to grasp your needs, and you find yourself ensnared in the dark abyss of isolation.

Frustrating, isn't it? (Alright, you can end of the epic soundtrack.)

“The Fool on the Hill" is that B2B executive who hasn't managed to align their business with the company's overarching strategy.

The needs of their business are disregarded, and they find themselves in a constant battle to gain the necessary support.

Instead of sailing calm waters, they feel trapped in a hurricane.

The Journey to Becoming “the Sage on the Mountain"

But what if I tell you that you could sidestep becoming “the Fool on the Hill”?

I've been in situations like that myself until someone posed the key question:

"Do you want to be the fool on the hill or the sage on the mountain?"

I had to ponder that for a moment before responding, and my choice became clear:

"I want to be the sage on the mountain."

The next question was the trickiest:

"So, what are you going to do to shift from one to the other?"

That's the real puzzle, isn't it? How does one transition from being “the Fool on the Hill” to “the Sage on the Mountain"?

Because, instead of being the fool on the hill, you could be the sage on the mountain whose advice is sought after by everyone in the organization.

AND HOW ON EARTH DO YOU DO THAT?

Here are some of the steps I had to take to make the transition:

1.Clear and Constant Communication

• If you want to be the sage on the mountain, you need to communicate clearly and consistently with your entire organization.
• Ditch those cryptic messages, meant for B2B insiders only, and step into the world of clarity.
• Speak the language of your audience (your company, which sees itself as B2C).
• Or better yet, speak as if your listeners have never heard of B2B and show how your B2B business contributes to the organization's objectives.
• If needed, create an internal newsletter and give it a mysterious, fun, or catchy name. Who knows: "The Dark Side of the Force: B2B Business News."

2.Internal Education

• Organize training sessions for staff from other departments.
• Yes, yes, if they don't understand you, they won't listen.? But chances are many of them would like to understand.
• Help them grasp the peculiarities of the B2B market and how they can contribute to success.
• Don't let mystery shroud your business.
• This initiative always yields great results.

3.Establish Specific Metrics

• Numbers speak louder than words.? Define specific KPIs for the B2B business.
• Discuss them with the senior management, integrate them into the company’s KPIs dashboard, and share your successes and progress.
• Show everyone, with concrete data, how B2B is helping the company.

4.Interdepartmental Collaboration

• Promote collaboration between B2B and B2C teams.
• Demonstrate how they can achieve great things together. It's like a duo of superheroes joining forces to save the day.
• Ask for help from the B2C experts, invite them on board, and offer your assistance in areas where the B2B team excels.

5.Interdisciplinary Teams

• Form teams that blend different talents and expertise.
• This can help overcome specific challenges and promote understanding throughout the organization.
• Getting to know each other is essential.

6.Champion Your Strategic Vision

• Don't give in to adversity. Fight for your strategic vision and show how it aligns with the company's objectives.
• “Urgent-patience” and perseverance are your secret weapons.
• And you, as a B2B expert, should have a good dose of both.

? ???? (We'll dive deeper into that concept of "urgent-patience" someday.)

7.Collaborate with Senior Management

• Work closely with the senior management to gain their support.
• They're like your mafia godfathers, but in a good way.
• With their backing, the path becomes smoother.

8.Listen to Others

• Don't be the mountain dictator.
• Listen to your colleagues and be willing to adjust your approach if necessary.
• The others sometimes have great ideas too? ;-)?? Don't let them slip by; incorporate them into your business.
• Flexibility is key.

9.Recognize and Reward

• When others help you, celebrate their efforts and reward them.
• A bit of gratitude goes a long way in building a successful journey together.

10.Patience and Perseverance

• Remember that changing the organizational culture is not a one-day job.
• “Urgent-patience” and perseverance are your allies.
• It's like planting a garden: it takes time for the trees to bloom.
• But you can't put off watering until tomorrow. You have to do things when it's due, not later (urgency), as many times as necessary (perseverance), and be patient for the results (patience), which sometimes takes time.

In summary, if you're in B2B, there's no need for you to be “the Fool on the Hill” of your company.

With a solid strategy, effective communication, and a touch of patience, you can become “the Sage on the Mountain" whose advice is sought after by everyone in the organization.

So, leave your hill behind and climb the mountain, where wisdom and success await you!

Go for it!

And, most important,

WHATCHA GONNA DO ABOUT IT?

For now, I recommend you take these steps:

1.-To start, if you haven't already, I encourage you to follow me on LinkedIn, or better yet, connect with me.

Yes, go ahead, hit the follow-me button! Even better, connect with me.

We recommend that you subscribe to my LinkedIn newsletter "WHATCHA GONNA DO ABOUT IT?“

There is a bilingual version:

• in English, under the profile of B2BEXPERTS, you'll find the option of subscribing at the end of this article
• and in Spanish under my personal profile. Just click here to subscribe the Spanish version

An it's also crucial that you

at the company who might find it useful. It's the best way to begin evangelizing the importance of the matter.

Regards