Imagine you just bought a brand new guitar and you’re ready to shred. Your amp is on and set high, your cords are all plugged in, you’re ready to jam. You strum an E major chord only to find that it plays an F minor – not good. You just want to noodle over Baba O’Reilly but now you have to call support, explain a whole spiel, and potentially deal with long wait times and some irritating back-and-forth until you can finally realize your inner Sister Rosetta Tharpe.

Raise your hand if you’ve heard that your business needs to be customer centric. Now raise your hand if your business is customer centric. If you didn’t raise your hand at all – and not only because you are in a public space and are wary of strangers seeing you perform erratic movements – then you better quickly learn why your B2B business needs to be customer centric. Never even heard of customer centricity?