Why science often fails in the real business world.

They're the same people you're trying to reach in B2C. That's a really interesting thing for me, coming from a university background where you're used to convincing people with a lot of science — because that doesn't really work that way in the real world. They just want to see what it does for them and how quickly it works.

I agree. And when you're doing B2B, you're pitching directly to the buyer of a facility, or a plant manager.