It’s an obvious question, however often than not its misunderstood statement.
Let me explain,
Externally, your customer isn’t just the one placing the order. It’s the end consumer, the retailer, the buyer and the partner you’re building trust with. Each has different expectations, priorities, and pressures — and too many businesses treat them all the same.
Internally, your customer might be the next person in the process — operations, sales, finance, or the factory floor. If your internal teams aren’t serving one another with the same commitment as they do your end customer, cracks begin to show and people can become obilvious to the issues if not managed correctly .
Sustainable growth comes when both are aligned:
✅ Externally — by being clear on who you serve, what they value, and how you’re helping them succeed.
✅ Internally — by creating a culture where departments serve each other with purpose, not just process.
Great businesses are built when everyone in the business understands who they’re truly working for as wellas rhe strategic intent of rhe business overall.
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