As we travel through the stakeholders, your customers end up being one of the most powerful categories. And the length of this list might surprise you!
Depending on your job, the end customer might seem very distant. My first career out of college was as an engineer, and there were many stages between my work and the people who actually purchased the products I worked on. But as I became more experienced, I recognized that the people who spend money are the most important ones to understand, because that money paid my paycheck. If they didn’t want to spend money, there was no reason for me to have a job.