Another way to look at our "student customers" is to see them as "colleagues in training". This is a concept that was taught to me by a mentor of mine several years ago. The guiding principle here is to treat your students like future peers, showing them respect, providing excellent training in clinical skills and modeling professionalism in all things. It is a daily recognition that the next generation of health care professionals will literally be a mirror image of our own skills and values. A mindset like this makes us as instructors take ownership of the teaching and training we deliver and feel a deep responsibility to deliver the very best possible educational product we can.