The limits of my language means the limits of my world.
Ludwig Wittgenstein
What if your business didn’t have customers? What if it just had supporters? How would that shift in language change the way in which you viewed the relationship? How much more value would you want to deliver to your supporters over your customers?
All your customers are (either potential, actual or turned off) supporters. Your customers are your supporters whether you like it or not, its up to you whether you want to treat them as they deserve to be treated.
