I Urge You To Set A Tough,

Excellence Comes From Human Beings Doing Things Of Value That Customers Find Memorable.

I Urge You To Set A Tough, Quantitative Target For Adding "differentiators" As I Call Them, To Every Service You Provide.

...high End Does Not Necessarily Equal High Price. It's A Matter Of Attitude.

The Unthinkable Is Thinkable. No: Likely.

Customers Perceive Service In Their Own Unique, Idiosyncratic, Emotional, Irrational, End-of-the-day, And Totally Human Terms. Perception Is All There Is!