A lot has been written about The Returns Problem, with most rehashing Amazon's impact on customer expectations (huge) and what that is costing everyone else (a lot). We think there is a missed opportunity with returns that no one else is talking about.

At one point or another, every founder bristles at hearing, “But we’ve never done it that way.”And it’s all-too-common at B2B startups, where new ideas often fly in the face of how things have always been done.