Who Are “They,” Anyway?

Are the “truths” we’ve been taught always accurate? Think about how often you or someone else says, “Well, they say…” It’s a phrase we’ve all used, often without question — but who exactly are “they”?

It got me thinking — are they always, right?

Let’s take a look at one of those long-standing business mantras: The customer is always right. It dates back to the late 1800s and is attributed to Marshall Field, founder of the iconic Marshall Field and Company department stores in Chicago.

The actual quote? “Right or wrong, the customer is always right.” But… really?

When I looked up this phrase, I found passionate arguments on both sides. While the slogan certainly helped attract business in its time, it also opened the door for abuse. Some customers began to misuse the policy — wearing items, damaging goods, or gaming the system — only to demand refunds or exchanges.

When the Customer Isn’t Right

In our industry, there are moments when clients believe they’re right — even when the facts say otherwise. And in those cases, it’s our job to speak up. Respectfully, yes. But truthfully.

Here are a few reasons business owners challenge the idea that the customer is always right:

• Most customers aren’t experts. Many think they know what’s best, but without experience or full context, they often make decisions that don’t serve their interests — or yours. True experts tend to be less demanding and more collaborative.

• Employee morale matters. When a business blindly sides with a customer, it can undercut employees who are simply doing their job. Over time, that erodes internal culture and accountability.

• Some customers simply aren’t worth it. There are clients who cost more in time, energy, and resources than they bring in revenue. In those cases, holding the line may be the best business decision you can make.

A Balanced Truth

That said, there are strong reasons to believe the customer is always right — or at least, to act like it.

Without customers, you don’t have a business. And without satisfied customers, you won’t keep one. Loyal clients build your brand, and most of them won’t abuse your flexibility. A few bad apples shouldn’t ruin the bunch.

And we’ve all seen what one viral incident can do — from service meltdowns to major brand damage. In those moments, even if the business believes it was right, the public fallout can say otherwise.

So, is the customer always right?

I believe the truth lies somewhere in between. There’s no one-size-fits-all answer. The key is judgment — and respect. Businesses will make mistakes, and some customers will try to take advantage. That’s reality.

If we had to rewrite Marshall Field’s famous quote, I’d suggest this:
“The customer isn’t always right — but they should always be respected.”

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