Delight isn't just for consumers. Technical B2B companies embed emotional goals into their product values. For instance, Snowflake aims to make users feel like a "superhero," highlighting the B2H (Business-to-Human) principle: end users, even in enterprise settings, have emotional needs.

The need for emotional connection isn't limited to consumer products. All software is used by humans whose expectations are set by the best B2C experiences. Even enterprise products must honor user emotions to succeed, a concept termed 'Business to Human'.

Users will switch from an incumbent if a competitor makes the experience feel effortless. The key is to shift the user's feeling from maneuvering a complex 'tractor' to seamlessly riding a 'bicycle,' creating a level of delight that overcomes the high costs of switching.

The most effective user segmentation is based on underlying motivations. Identifying both functional ("inspire me with new music") and emotional ("help me feel less lonely") drivers is the crucial first step to engineering meaningful product delight that resonates deeply with users.

The line between B2B and B2C user experience has vanished. Users expect the same seamless, elegant digital interactions in their professional tools as they get from consumer apps. A modern design system enables B2B companies to deliver this consumer-grade experience, even with complex product catalogs.

Instead of relying solely on demographic or behavioral data, use motivational segmentation to understand *why* users choose your product. Grouping users by their core emotional drivers (e.g., to feel productive, to feel connected) uncovers deeper needs and informs emotionally resonant features.

Reframe your market from B2B or B2C to B2H (Business to Human). This change in perspective emphasizes that whether in consumer or enterprise settings, the end-user is a person with emotional needs. This mindset makes "product delight" relevant and essential for all products, not just consumer apps.

A critical mistake in enterprise product management is to treat the user and the buyer as the same person. The daily user (e.g., an SRE) cares about features and usability, while the economic buyer (e.g., a CIO) cares about ROI and strategic value. A successful product must deliver distinct value to both, and the PM must treat them as separate personas.

Replit's product design mimics video game mechanics: no manual, a quick dopamine hit by creating something immediately, and a safe 'save/load' environment for experimentation. This 'unfolding experience' of complexity hooks users faster than traditional software onboarding.