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At work, I am always in the middle of customer needs versus my management wants. I understand both sides but I have to walk the

At work, I am always in the middle of customer needs versus my management wants. I understand both sides but I have to walk the fine line of being the messenger. It is not always easy to deal with 2 different ideas on a topic. Especially when management is pointing me in a direction and the client is asking for the opposite. What would be the best way to handle this situation?

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