You cannot make a business case that you should be who you are not

All businesses need to be young forever. If your customer base ages with you, you're Woolworth's.

The book is not really the container for the book. The book itself is the narrative. It's the thing that people create.

Obsess about customers, not competitors.

E-mail has some magical ability to turn off the politeness gene in a human being.

... if it's not your style to stretch and go the extra mile to make sure our customer experience is great, you're going to have an allergic reaction to this company. You probably won't stay. If you do try and stay, but can't adapt to the culture then it will reject you like a virus from a healthy immune system.

If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.