Bryan Kramer: There is no B2B or B2C in business – just H2H ‘Human to Human’

September 16, 2020
by Charlie

There is no B2B or B2C in business – just H2H ‘Human to Human’ with Bryan Kramer

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“Finding agreement is the hardest thing that we can do as humans,

but we have to do it if we want to survive”

Key Takeaways

  • Following the structure is the biggest variable to implement human to human strategy. It connects with you as if you were connecting with a human.
  • Because of the pandemic, people are now working from home which has totally humanized business across the world. We are at our most human core today as compared to the situation six months ago.
  • If a company is wanting to scale, It is important to keep human tendencies and human nature intact and in place.
  • In this era of digital, virtual and automated technology, it is substantial to get connected and to get closer together. To be able to consider the full potential of binding together, here are the 3 pillars to become more connected.
  • Analyzing the data by breaking it down based on the customer’s journey can come up with the right answers to all the different human touchpoints. It reverses engineers exactly the pinpoints where we can make a bigger difference. 
  • A human brand is how you look at yourself from an inside-out perspective.
  • Small businesses are more of a human brand than the larger ones.
  • Having a connection is the common denominator why a person shares online.
  • Futurists are called the influencers of the IBM program. They see how future businesses function.
  • LinkedIn Local Movement – an event wherein it brought people together for a common good and have allowed everyone a platform to create together in harmony where all of them felt a sense of  pride and ownership over what was created. It made a great human memory where they experienced immense human interaction and will be shared to others.
  • Connecting with people is a natural need when you are in a networking event. 
  • We are what we share. 
  • By sharing your authentic brand and memorable experience add up to your personal branding. It tells your audience who you are and what you believe in.
  • Intimacy is the ultimate way to create customers for life. It will end up sharing or buying more because of the connection they felt.
  • The simpler the things are, the easier they are to remember. And the more you can create that human connection, the more people are going to want to remember it as well.
  • What happens offline, also works exactly online.
  • Covid period pushes the people to pitch their businesses through zoom connections. This has never been harder to reach through the screen and create intimacy.
  • The more people have the context behind you, the more they’re going to want to connect with you.
  • Share and understand your context, gain alignment, survive and succeed beyond what you want with your customer or with your potential customer.
  • Finding agreement is the hardest thing that we can do as humans, but we have to do it if we want to survive.

3 pillars to become more connected and to get closer together:

  1. simplicity – being simple makes it more retainable to human’s memory
  2. Empathy – understanding and sharing the feelings with your customer
  3. Imperfection – knowing to accept flaws and being incomplete

Questions to understand the customer’s journey

  • Where does the customer enter and where does the customer buy your product?
  • Where does the customer get the customer experience? How about their customer support?
  • At what points are all the different touchpoints?
  • Where did they exit and why? Also, what is it that they exit for?
  • Why aren’t they coming back?

For Introverts: How to make your own brand without sharing your personal life online?

  • Explore what and where you wanted to be
  • Know that there are different personalities and there are different types of people who don’t share equally.
  • Don’t expect everybody to do the same things.

6 Different personality types based on how they share online:

  1. Altruist -shares from their heart, kind-hearted and they wanted to see good things happen.
  2. Early adaptor -takes on something new, learns it right as soon as it comes out, and then turns around and teaches it to other people.
  3. Connector – people who like to connect with two or more people.
  4. Careerist – a person who loves to learn, but also loves to share information. Educators, bloggers, content creators.
  5. Boomerang- somebody who asks follow up questions.
  6. Selective- somebody who’s rather private. They would rather share behind the scenes, they would rather create one-on-one human messages. They’d rather be in person than online. Discreet type.

Tips for the ‘Lurker’ type of businesses

  1. Identify your audience who are already talking about your business.
  2. Group them according to their influences
  3. Update them to what is currently happening to your business
  4. Help them with their businesses
  5. Create a connection to all of your influencers in the business by grouping them in a Facebook or LinkedIn groups


By doing so, these influencers will more likely share your stuff because you have given them so much value. Also, by doing this, more people will be curious and will have the interest to be a part of your group.

Mentioned Links and References:

Bryan Kramer Twitter:
Bryan Kramer Facebook:
Bryan Kramer Youtube:

Mentioned Links and References:

If you love this episode and can’t wait to hear more then please subscribe to the podcast on your favourite platform and if you’d like to receive notifications you can subscribe below and I’ll email you when a new episode comes out 🙂

About Bryan Kramer:

TED Speaker, Forbes Columnist, CEO at H2H Companies
Wall Street Journal Best-Selling Author, Business Performance Coach

Bryan Kramer is a renowned business strategist, global keynote speaker, executive trainer and coach, two-time bestselling author and Forbes contributor. As former President and Co-Owner of PureMatter, a Silicon Valley global marketing agency since 2001, he sparked the Human-to-Human H2H global movement that set out to humanize business through simpler communication, empathy, and celebrating our imperfections. His TED Talk on the subject in 2014 featured a TED “first – allowing mobile devices during the event to share the experience to illustrate his belief. Bryan has since spoken over 200 times all over the world including Mastercard, Loreal, Nasa, GoDaddy, Harvard, Charles Schwab, SXSW, International Culinary Institute, Verizon, and Hawaii Lodging & Tourism.

An experienced interviewer and host, Bryan has spoken with the greats, including Ted Turner, Founder of CNN and philanthropist; George Zimmer, Founder of Men’s Wearhouse; and John Grisham, renowned fiction author of 30 novels and nine blockbuster films including The Firm, Runaway Jury, and The Pelican Brief. He has hosted the EMC Dellworld conference twice and conducted workshops and executive interviews at IBM, Cisco, Adobe, and Pitney Bowes.

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