Gerber's View of Business As In a "Hover" point

Michael Gerber (2 ,p.4) notes that whenever any business is undertaken, there are established automatically a number of relationships with outside parties each of whose preferences must be satisfied if the enterprise is to continue and prosper.

He says that these respective "needs" are for the most part contradictory, and that one way of looking at a business is to view it as a creative broker of these contradictory needs, hovering at the center of such a multi-player tug-of-war, trying to balance the demands of each.

He feels that these outsiders can be grouped under four heads:

1. suppliers
2. financiers
3. employees
4. customers

all of whom are "always right", and all of whom must be attended to.[]