[erikpukinskis]

A business is two things: an organization that sells something, and a collective of employees.

As you say, some B2B startups sell efficiency to the organization.

But there is also good money in selling products to the employee collective, even if they decrease efficiency of the organization.

For example, you can sell employees a product that gives them job security by making them appear more valuable. You could sell them a tool that will help them get rival employees fired.

Both of these would come at a cost of efficiency, but would be excellent B2B products. In the end, it's the employees who sign the purchase orders, not the organization.

I have a sneaking suspicion that these make up a much larger portion of B2B products than most people would think.