At first, we should define Business to Business (B2B). B2B, also called B-to-B, is a type of transaction that exists between businesses, not consumers. This term gained popularity around 1998 when the Internet phenomenon was at its peak. There are many B2B variations – B2B entry, B2B buyers, B2B marketing, B2B sales, B2B marketplace, B2B e-commerce, B2B software, B2B offerings, B2B2C or even B2B2G (where G is the government).
Everyting went well until the new world order – Business for Business (B4B). Successful businesses (Uber, AirBnB, Tesla, Alibaba, KickStarter) create value through another paradigm – network, collaboration, community, social purpose, and openness. Businesses are built for businesses and consumers. They are companies built to suit the purpose and needs of their customers. There can be many sellers and buyers in the community.
When you do something FOR someone you do not care only about yourself. The preposition "FOR" humanises the act. You move from providing action and direction to doing business and thinking about what you can do for another business. This way you immediately enter your business empathy. B4B puts empathy into the language.
B4B shifts thinking from you to your customers. It brings meaning and empathy in everything you say and do. Over time, it may bring your business closer to the customer. It all starts with one preposition change – replace "to" with "for".