You hear the word ‘engagement’ all the time in business. ‘How will we engage on this deal?’ ‘We’ve got to get the customer engagement right,’ and so on.

It’s an unhelpful word to my mind. It’s not a customer-centric or friendly word. It’s all about ‘me’.

There’s a ‘me’ in engagement and it’s my view that the word makes us think on our terms and not on our customers’ terms. I don’t feel like I have the problem correctly framed nor the priorities right when I’m using the word engagement.

We engage our enemies in battle, because it’s about us and we want to win. We don’t engage (with) our customers, we want them to win.