From Malcolm Gladwell’s book “The Tipping Point” we learn that there are three kinds of people. Each type type is critical to creating sustainable word of mouth movements.
Norton Juster’s “The Phantom Tollbooth” is full of powerful lessons for both kids and adults. I read it once every 5-ish years and still learn something new each time.
It doesn’t matter if your company is B2C ore B2B. At the end of the day, we are all P2P, business only moves forward because people push it forward.