Does your organization have a purpose? It’s a challenge to shift from a transactional business to building a purpose business. What is most interesting is that companies that survive and thrive sustainably are the ones that are purpose driven not transactional driven. The ones that have a purpose will figure out how to put perform, a transactional business in reality has no heart. How about instead of choosing between B to B or B to C, choose H to H, that means human to human? Help your company to find a purpose, you are the one involved with it, you know what the purpose could be.