Ross worked in consumer marketing selling scotch and Canadian consumer goods. He found it complex because it required playing on many layers of emotion, both the audience's and the client's, which created drama that didn't influence the buyer. He calls B2B more cut and dry: solve a problem, get paid. He says it is easier to innovate in B2B because most B2B marketers are slow to adopt changes that consumer marketing sees sooner.

“It's easier to innovate. Right. It. Because in B2B most people are slow to respond to the changes that consumer sees quicker.”

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