What convention in your discipline are you disagreeing with at the moment?
In the management discipline there has always been a differentiation between B2B and B2C. I think that this is no longer contemporary. It rather should replaced by a new paradigm that we call Ecosystem-to-human (E2H). In the upcoming era of business ecosystems companies need a radical, user-centric perspective and have to ask themselves how they can create value with others to satisfy human needs.