Industry Relationships Drive Change:
The most valuable insights come from peer networks, not from top-down industry mandates or certification programs.
Podcast with Samuel Aldinger
From Evangelizing to Executing with Jason Greenwood
January 7, 2026 · 1:04:33
Watch on YouTube
About This Episode
The core crew of B2B e-commerce thought leaders—Samuel Aldinger, Jason Greenwood, and Jason Hein—gather for an unscripted conversation about the state of the industry, the podcast's impact, and the human side of business transformation. The episode is notable for its authenticity: technical difficulties with microphones, personal updates about family (Samuel's father-in-law's recovery, Jason Hein's birthday), and genuine camaraderie among the panelists create an intimate behind-the-scenes moment that reflects the collaborative spirit of the B2B eCommerce Association.
While the conversation is wide-ranging, the crew touches on key themes about how the B2B ecommerce community is evolving, the challenges of standardization and certification in the industry, and the importance of continued dialogue among practitioners who are shaping the future of digital commerce for manufacturers and distributors.
The episode serves as a reminder that real change in B2B happens through relationship-building, shared learning, and the willingness of industry experts to show up authentically and collaborate across organizations.
Key Themes
Authenticity Matters in Leadership:
The willingness to show vulnerability—technical struggles, personal updates, humor—builds trust and community.
Continuous Evolution of Standards:
The industry is still figuring out what "best practices" actually mean in the context of rapidly changing technology and market dynamics.
Notable Quotes
“It's 2:44 in the afternoon and I can't just start drinking... Well, I can start drinking at 2:44 in the afternoon if it's called for." — [[Jason Hein]]”
“I don't want Charlie's opinion. He's all old school." — [[Jason Hein]]”
“We're building this whole subset within the environment where there's this level of our distribution channel that has areas of issues." — [[Jason Greenwood]]”
Guests
Samuel Aldinger — Highland Consulting
Jason Greenwood — Greenwood Consulting
Jason Hein — Acumenta
Topics
Industry Community B2b Ecommerce Strategy Podcast Insights Thought Leadership Digital Transformation
The B2B eCommerce Show
Real conversations with operators and leaders building digital commerce for B2B.