B2B, B2C, B2G? The Newest Thing is B2X, and It’s a Terrible Idea

The current template for a startup goes something like this:

• See a problem in the world
• Realize that many people want this problem solved
• Create a product or service that solves that problem
• Ask the people who want the problem solved if they like your solution
• Change it based on feedback
• Repeat until they buy it

This model has a new challenger. I do not like it one bit.

There has been some recent buzz about the idea of a new type of business. I am sure you have heard of B2C (business to consumer) or B2B (business to business) or maybe even B2G (business to government)… but have you heard of B2X?

B2X has been making the rounds recently as the new way to do business. Conceptually, it is terrible. (For startups at least)

Let me explain.

B2X can be briefly defined as,

“an agnostic approach to who you’re selling to. But it means more than just deciding to offer your product to anyone; it requires developing a product and devising a sales strategy that…