Borrowing from business’s “customer is always right” mantra, Mirko argues that students and families are schools’ customers and deserve the same respect and responsiveness. He calls on educators to greet students warmly, offer choices and truly listen to feedback. To gather student voice, he highlights cogenerative dialogues — simple conversations between teachers and students that co‑create plans to improve the classroom and bridge cultural divides. While vulnerability is required, cogen conversations empower students and show their voices matter, helping educators create responsive, inclusive environments.