# The Client-Colleague Cycle
## Hook
What if you could write one newsletter that serves both your customers AND your colleagues?
## The Insight
Most businesses run two comms tracks:
- External newsletter → "Buy our stuff"
- Internal updates → "Hit your numbers"
Both audiences tune out.
**Storyselling proposes radical transparency**: one newsletter where clients see how you're building for them, and colleagues see the impact they're having.
## Why It Works
Microsoft didn't build .NET in a vacuum. They created a 34-year conversation with developers — sharing roadmaps, celebrating wins, acknowledging failures. When Ballmer stood on stage in 2002 saying "Developers, developers, developers," those developers already felt like owners.
That's the Client-Colleague Cycle:
- **Clients** → provide insights about what they actually need
- **Colleagues** → build better products based on those insights
- **Clients** → see the value and stay loyal
- **Repeat**
## The Takeaway
"Customers can become your best colleagues. Colleagues can become your best customers."
## Related
- [[research/storyselling]] — Full methodology breakdown
- Rabbit Hole: `/rabbit-holes/storyselling/`
## Tags
`#newsletter` `#story-tenet` `#methodology`