Any time a customer comes into contact with any aspect of a business, however remote, is an opportunity to form an impression.

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

You cannot improve one thing by 1000% but you can improve 1000 little things by 1%.

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

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.

I learned that, before you reach an objective, you must be ready with a new one, and you must start to communicate it to the organization. But it is not the goal itself that is important.

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