B2C marketers have long known that the key to a customers’ hearts and minds is to make the connection between the brand and customers’ sense of self. Powerful brands (think Apple and Nike) reinforce customers’ positive self-image. B2B marketers, on the other hand, have shied away from the idea, instead approaching selling as a rational, numbers-driven process where the best value proposition wins. Consequently, until recently they’ve paid little attention to the psychological needs of individual stakeholders in a purchasing organization. But that’s changing as suppliers have come to appreciate that companies don’t buy things, people do.