you can approach your relationships with your customers as an “us versus them” situation. you can demonize them. you can sit on the other side of the table. you can push your own agenda. you can point to a million reasons why something is or isn’t going to work.
or you can put down the excuse matrix and start collaborating. you can listen, actively. you can put yourself, your name, and your organization out there on a limb, ready to create something special. you can delight your customers instead.