From a marketing and communications point of view, both, external customers and internal employees are indeed customers. Separating the two out is counter-productive. Why? It is simple. The reason lies in the concept of ownable truths.
The Endgame: Why a goal makes all the difference to your outlook, performance and resilience
Every CEO, whatever her or his business, must be able not only to answer the question, “What is your vision?”, but to do so with conviction and, one would hope, with passion.