(Zucconi, 2011). Rogers moved away from considering customers as “patients” to avoid putting the stigma of a label on them or classifying them. Rogers was of the opinion that such terms or labels influenced a person's identity and behaviors, making them feel the need to live up to the classification placed upon them. (Zucconi, 2011). Rogers was the first therapist to develop a complete therapeutic paradigm focused on the totality of the person and his potential. (Zucconi,