The first time that I learned this concept was from Acumen. Instead of saying 'customers,' they use the phrase 'stakeholders.'
The change of the phrase has changed how we think about the value, too.
Stakeholders go beyond customers to include employees, board members, partners, and allies. Everything the organization is doing is to include and engage people they see as their stakeholders.
When we see people beyond the direct customer, we can imagine the deeper values we seek to provide and build an ecosystem for learning and growth.
Figuring out exactly who we set out to serve, who should join us in this purpose, and who can be our allies is part of the journey.
