A true leader is one who designs the cathedral and then shares the vision that inspires others to build it.

Do not fear adversity. Remember, a kite rises against the wind rather than with it. People are not willing to take risks when they feel afraid or threatened. But if you manage people by love-that is, if you show them respect and trust-they start to perform up to their real capabilities.

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

If anything goes wrong, the customer doesn't care whose fault it is. He's the one who's going to suffer anyway.

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.

The only thing that counts is a satisfied customer.

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