https://myles-innovation.com/tags/b2b/Recent content in B2B on MYLES — Strategy & Innovation ConsultingHugoenSun, 15 Mar 2026 00:00:00 +0100https://myles-innovation.com/blog/jtbd-b2b-enterprise/Sun, 15 Mar 2026 00:00:00 +0100https://myles-innovation.com/blog/jtbd-b2b-enterprise/<h2 id="jtbd-was-built-for-consumer-products-b2b-needs-something-different-right">JTBD Was Built for Consumer Products. B2B Needs Something Different. Right?</h2> <p>Wrong.</p> <p>This is the most common objection I hear when presenting Jobs to Be Done to B2B product teams: &ldquo;Our market is different. We have buying committees, not individual consumers. Our sales cycles are 12 months, not 12 minutes. Our customers are engineers, not milkshake buyers. JTBD does not apply here.&rdquo;</p> <p>It applies here more than anywhere. And the reason is precisely the complexity that B2B teams cite as the objection.</p>https://myles-innovation.com/blog/product-market-fit-b2b/Sun, 15 Mar 2026 00:00:00 +0100https://myles-innovation.com/blog/product-market-fit-b2b/<h2 id="the-product-market-fit-myth-in-enterprise-b2b">The Product-Market Fit Myth in Enterprise B2B</h2> <p>Marc Andreessen&rsquo;s famous formulation — &ldquo;product-market fit means being in a good market with a product that can satisfy that market&rdquo; — has become gospel in the startup world. And in the startup world, it works reasonably well. You launch a product, observe whether customers are pulling it out of your hands, and know within months whether you have fit.</p> <p>Try applying this to a crane manufacturer selling to construction companies across Europe. Or a medical device company with an 18-month regulatory approval cycle. Or an agricultural equipment maker whose customers buy once every seven years.</p>