People who build family businesses are not classically trained. They have to deal with an enormous amount of politics. You think corporate politics are tough? Go work for your dad or your mom.

Innovation doesn't care about anyone.

It's very logical: There is proven ROI in doing whatever you can to turn your customers into advocates for your brand or business. The way to create advocates is to offer superior customer service.

When I was 17 or 18 I wanted to become a wine expert, and my parents wouldn't let me drink. So I was devastated. All I could do was read, and I read and I read. And I'd read something like, you know, 'Subtle hints of cassis.

Eighty-five per cent of the crowd is going to fall in love with me - they're going to feel it, wow. But fifteen per cent are going to think, 'This guy is obnoxious.' I spend enormous time with them - every negative review of 'Crush It!' on Amazon has a response from me - and I can probably bring back ten of the fifteen.

Unless you are building a new company from the ground up and can install caring as your businesses' cornerstone, you have to be willing to embark on a completely cultural overhaul so that, like a local mom and pop shop, every employee is comfortable engaging in customer service, and does it authentically.

It's still so rare for anyone to be personally acknowledged by a brand that the impact of such a simple, polite gesture on a customer's buying habits could be huge.