Create a compelling service vision. When people want to, they will.

Compromise in your arguments, not in your expectations.

You do more for yourself when you forget yourself.

Enthusiastic service providers create enthusiastic customers.

Promise too much and you'll have plenty of room to fail. Promise little and you'll have plenty of room to excel.

Don't let doing enough be good enough.

Industry jargon may not be a language your customer understands.