The cutting edge of service is always being honed and polished.
Testimonials describe what has been, and are a promise of what is to come.
There's no such thing as the very best. If you're doing your best, it's only because you haven't yet found a way to do better.
Sometimes we become so expert in our own domain, we forget that customers may be less familiar.
Compromise in your arguments, not in your expectations.
Do what's right and you'll never go wrong.