Jasmin, what is your advice?

I was asked by Mike Sutcliff – CEO of Accenture Digital, what my advice for #B2B’ers would be.

Here is my answer to it:

If I could give just one advice, it would be this: “Create valuable relationships! Be Transparent.”

Business is changing and so the customer’s world. As I observed a lot of business struggle by not thinking holistically enough – As a B2B business, companies need to see the bigger picture, to understand that there is always a customer at the end. More to say, there is always a human being on the other side – being it a customer, a stakeholder, an employee – somebody who decides to invest in your company.

By supporting the aim of a B2C business, companies as well support their own business. This is now evolving into any kind of business area, be it insurance, banking, telecommunications, pharma, etc.


As technology shifts, companies also need to shift their business towards human-centricity.


Gartner writes: “Technology will continue to become more human-centric to the point where it will introduce transparency between people, businesses and things.”

Transparency is the key part here. From its humble beginnings, the internet was a machine that made relationships more transparent — relationships between people, businesses and things, to reiterate the Gartner quote. This trend is truly empowering people, shifting the balance of power away from the business world and freeing us from the tyranny of stuff.

– see original article “The future is Human Centric”


Companies should as well focus on their employees and stakeholders. These people know your products, they know sometimes better who “you” are and what products “you” are selling. And to be ready, you need to be organic, to break down silos – for this, you need to build new relationships within your company.

We tend to think of the WHAT but seldom of the WHY or HOW – Shifting to emotions, to experiences, to relationships – to how people see and think the world around them. Want to read hear more about this? Click here.


One last thing I want to ask you: Close your eyes and think of a product or a service you last used. Got it? And now think of the relationship you are having with it, why you are using it. And now ask yourself how this make you feel. Take this feeling with you and the next time, you may think of your next steps, think of this feeling and what you observed.


So you want more insights? Read further…

Think of your company as an organism! What I observed quite a lot is, big companies look to silicon valley or go to conferences to learn from Start-Ups how to be a Start-Up and how to innovate.


  1. Your company is not a start-up! You are already a company – accept it! It could be something good. Even Start-Ups think of splitting up again – to be fast, to be able to experiment, to be able to fail.
  2. You are not Amazon, Apple or Google (if you’re not one of the latter)- you are who you are – if you want to change it’s fine, then do so, don’t be a copycat! It will never work out, and a bad copy is just a bad copy!
  3. If you want to change, start small, risk something, fail and give freedom to fail with others. We are all learning how things are working out in a digital world – Be still day one!
  4. Don’t forget you probably need somebody to collaborate with – and maybe it is your worst “enemy” – Collaborate the smart way. In the case you don’t know how collaboration should work, I would recommend the game “Evolution of Trust” (yes it is a game, trust me, try it – it is worth it!)
  5. All the answers are probably right in front of you, sometimes you need others to see them and a partner who will guide you trough. Somebody said to me: “Jasmin, all the answers are in front of you, you just need to look carefully enough! Look into nature, into the behavior of humans, in things that are around us!” So do me the favor and open your eyes, shifting the context is the answer.
  6. It is not just about customers, your employees or stakeholders anymore! It is about us as human beings, us as the different roles we play in our world. It is about Human-Centricity!

Being Human-Centric for me means to think of Gamification – want to know more about this topic? Go here.


Follow me on my journey through the design & gamification world – let’s play!

Thanks for reading — I’m Jasmin Deniz Karatas. I’m a Strategic Designer & Gamifier.

/// If you have thoughts on the article, share it with me. Thanks! ///

As well feel free to follow me on twitter or visit me on LinkedIn

Also published on Medium.