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You probably know that washing your hands is a good way to stay healthy. The reason is simple: germs are most commonly spread through touch. However, as the team working with SCA Tork found out, washing is only half the story. The other half is drying them. And there’s only way to dry your hands properly, while also wiping them free of germs. With a disposable paper towel. Well, we hear you say, that’s hardly surprising since Tork want to sell as many paper towels as they possibly can. Any suspicions we may have had were soon put to rest once we’d seen (and actually read selected passages from) several hefty university studies supporting the claim. One thing’s certain, none of us will ever use a warm air dryer again.

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Business-to-business is a dangerous term. It suggests some faceless interaction between two commercial entities, an objectively rational swap of some products and services for a lump of money. And on paper, when the books are balanced, that’s exactly what it is.

But what is missing from the financial records is the very human aspect to B2B. There is a personal and physical contact at the heart of the relationship – between sales manager and buyer, of course, but also between the cultures and values of the two organisations. It’s people-to-people, no doubt about it.

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