SAS is 'created' 50 million times a year, 15 seconds at a time. These 50 million 'moments of truth' are the moments that ultimately determine whether SAS will succeed or fail as a company. They are the moments when we must prove to our customers that SAS is their best alternative.

Setting a good example is truly the most effective means of communication - and setting a poor one is disastrous!

Problems should be solved on the spot, as soon as they arise. No front-line employee should have to wait for a supervisor's permission

Quality doesn't mean we have to be 100 percent better in any one thing; it means we strive to be 1 percent better in 100 things.

An individual without information can't take responsibility. An individual with information can't help but take responsibility.

Giving someone the freedom to take responsibility releases resources that would otherwise remain concealed.

The moral of the story: perceptions are everything. During each moment you are in contact with a customer, you are the organization.