Industry jargon may not be a language your customer understands.

If customers say you're just 'all right', you've not done enough, you've failed to delight.

Let today's strong performance be your starting point for tomorrow.

What you did in the past is how you got to today. What you do today is how you will get to the future.

Do what's right and you'll never go wrong.

If you want to stay in business, satisfy customers. If you want to excel in business, delight customers.

Sometimes we become so expert in our own domain, we forget that customers may be less familiar.