From the early days of VOC and SIPOC, customers (whether internal or external) have been core to quality programs and continuous improvement. However, with the constant influx of methodologies and tools, there are times when the focus of continuous improvement shifts to the technology and system resulting in customer centricity taking a backseat. Metrics are tagged to business objectives so that employees understand the alignment and impact on objectives. As a result, despite colorful reports, leaders and teams are unable to connect with the purpose, meaning, and impact of improvement initiatives. People rally behind their leaders and follow a methodology without rallying behind the purpose.