Excite the mind, and the hand will reach for the pocket.

The consumer is always right.

Treat [the customer] as guests when they come and when they go, whether or not they buy. Give them all that can be given fairly, on the principle that ‘to him that giveth shall be given’. Remember always that the recollection of quality remains long after the price is forgotten. Then your business will prosper by a natural process.

The boss says 'I'; the leader, 'we'.

The boss drives people; the leader coaches them. The boss depends on authority; the leader on good will. The boss inspires fear; the leader inspires enthusiasm. The boss says I; The leader says WE. The boss fixes the blame for the breakdown; the leader fixes the breakdown. The boss says, GO; the leader says Lets GO!

The boss says 'Go'; the leader says 'Let's go!'

The boss depends on authority; the leader on goodwill.