Emilio Garcia applies Jeff Bezos' advice to focus on constants, not variables. B2B buyers will always want the lowest price and the easiest purchase. Brands that compete on price and remove friction from buying will stay relevant.
I love to, I love to eventually hear back what I said 5 years ago and see what, what came true. Um, I honestly, I don't know. Um, but I, I'm going to draw from this comment from Jeff Bezos about that. He likes the idea of instead of focusing on what's going to change, focusing on what's not going to change. That concept, right, is that what will stay true in 5, 10 years. I think he used a couple of examples. He says, you know, what will not change is that everybody wants to buy at the lowest price, for example. Nobody wants to buy, you know, more expensive things than they should. And that's not going to change in 10, 5 years. And the other thing is that nobody wants to buy, you know, with more friction or more complicated. Everyone wants easy, wants as possible. And that has been a guiding principle for Amazon in terms of, you know, how they, they present their product and their offerings. So I think for us, for B2B brands, we can extend that idea that I think buyers will continue to appreciate value mitigation about the products or the services they buy to B2B. And yeah, less friction.
