Michael Mainelli, Z/Yen Limited

My most distressing business moments have been trying to help privatised entities accept that they have customers. The distress comes from realising that the people in these entities have been isolated from nearly a century of not just business, but social, thinking and advancement. Accepting the concept of customers goes through five stages, very similar to the 5 Stages of Grief defined by Elisabeth Kubler-Ross in her book "On Death and Dying", 1969 - Denial, Anger, Bargaining, Depression, Acceptance: