"Everyone Is A Customer"(2002) is a companion book to last year's "Collaborative Communities"(2001), which taken together, present a realistic roadmap for companies interested in changing with the times. They build on Peter Drucker's insight that when a business thinks through the relationships that make the most sense, it is the customer they should focus on to increase sales and profits. According to authors Jeffrey Shuman and Janice Twombly with David Rottenberg, This well written and insightful book, takes the reader step-by-step through an understanding of what it takes for a business owner to survive, innovate and prosper in the new era of collaborative business that relies so heavily on the networking of relationships to succeed.

The authors urge business owners to recognize the natural process of change that takes place once a business is started, resulting in the unforseen development of new products,new service, and new customers. They call this process the "rhythm of business." For companies and business owners interested in better understanding the expectations of their customres and what it takes to succeed in today's economy, this book is highly recommended.