It wasn’t until about halfway into my career that I started working on B to B clients. Maybe I was naïve, but I never understood why an ad to a business person should be any different than one geared towards a person person. Aren’t business people also mothers, fathers, aunts, uncles, etc? Aren’t all people driven by the same human truths? Why write a B to B ad in a voice written from the head when we all know human beings buy from the heart?