I get it: You want to build a consumer product that will wow your friends, and that maybe even your mom will use. You want to join the herd of unicorns roaming the venture-backed pastures of Silicon Valley. But thanks to some painful and costly lessons, I’ve learned to mostly pass on business-to-consumer companies — or B2C, as we call them. These days, my colleagues and I are more excited to hear about startups building often boring solutions for other companies — and that means you should be excited to create these business-to-business (B2B) companies. Here’s why.