The conversation on orienting a business toward the customer relationship takes on multiple dimensions when looked through a lens of innovation rather than being a means to an end of generating revenue for a company. Having customers at the heart of a business and including them in considering how a business operates presently and where a business can grow is an excellent way in bringing them along on the adventure of change while opening the door for a new customer base. Understand why it is critical to energize the customer relationship, create a management structure that supports them, while also increasing knowledge about how they buy, and crucially, why they buy. By doing this, it creates the opportunity to connect with the customer base in a real way and ensure the scaling of margins and deliveries to create win–win growth and trajectory for a business. These factors bring the customer into a business in a new and exciting way that has previously been unexplored.