“Never claim to have exceptional service. Most people won’t believe you. And those who do believe you will expect more from your staff than they can possibly deliver. It’s a lose/lose proposition. Rather than promise exceptional service in your ads, tell the public something objective, factual and verifiable that causes them to say, ‘Wow. Those people really serve their customers.’”

“Never praise yourself. Do things that make the customer praise you.”

– From the Monday Morning Memo for March 23, 2009