Products are the engines of growth for a company. The importance of shipping a product that engages customers and satisfies an unmet customer need is unequivocal; it is the most critical value-creation activity for a business. Product-driven growth is the ultimate goal for many companies as it is sustainable and scalable.

Product management is a critical function within a company, with the primary responsibility to build a product valued by the customers while also creating value for the company. The ultimate goal of product management is to delight and engage customers with the product.

B2C companies make and market products directly to end consumers; the end consumers have a personal experience with the products and may develop an emotional connection with the product. On the other hand, B2B businesses make and market products for and through other companies rather than to consumers directly.

B2B business is a big market; by some estimates, it is double the B2C market size. Just take the example of a well-known consumer B2C product: the iPhone; all the components, software, and services that make the iPhone are part of the B2B landscape; teardowns reveal that there are over 34 hardware sub-components from different vendors, each with their B2B suppliers. These component vendors and sub-component vendors for hardware and software make up the B2B landscape, driving a single B2C product.