I often hear this question related to customers – the ones “outside” of the organization.

What about inside our organizations? Do we approach our colleagues as customers to
whom we market ideas?  

We all need to get things
done. With few exceptions, we all need
to work with other people to meet these goals.

Are we marketing to
them? We should be! 

When we’re marketing a
product to a customer, we don’t expect them to blindly accept our perspective.

We get to know them and
attempt to build a relationship.  

We try to understand their
challenges and aspirations as best we can.  

We try to fulfill their wants
or needs while still meeting our own objectives.

We often adjust our
approach if we see that we haven’t fulfilled their needs optimally.

Why would we treat our
colleagues any differently?

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