If you want to be the best, find the best in others.

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

A: Set the pace and rule the race. Seek new ways to differentiate, new ways to surprise and delight your customers.

When customers' expectations change faster than your willingness or ability to serve them, you can be sure they'll be someone else's customers soon.

When things go wrong, your best recovery effort is required. But don't just provide the missing piece (that's the recovery), also provide uniquely personal assistance (that's the memorable effort).

Compromise in your arguments, not in your expectations.

You can't always hire great service providers, but you can create them.