Every audience is a customer

Throughout this book, the terms ‘business owners’ and ‘customers’ have been used almost interchangeably. In the traditional business environment, there is a significant difference between these terms:

  • A ‘customer’ is an external client. Customers are the ones who use your products and services. They provide the funding that drives your work. In many organizations (particularly commercial ones), they are the only ones that matter.
  • A ‘business owner’ is usually an internal staff member. They are a part of the organization, but their needs may not be considered as important as those of external customers.

In the Agile world, the terms ‘customer’ and ‘business owner’ are essentially ...

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