Satisfactory isn’t good enough. Any moment of truth that’s in the middle or average is simply a moment of mediocrity in my mind. The goal is to create magic, moments of magic. Now, I talk about creating customer amazement and creating magic, and people think, oh, we’ve got to blow people away, go over the top with our service. No, you don’t have to. The best companies in the world sometimes blow you away with amazing, over the top, wow level of service. However, the best ones are always consistently better than average, and that is the key. If you want to create moments of magic, if you want to create customer amazement, simply be better than average all of the time. Now, back to this moments of truth concept… What is the average age of a person working at McDonald’s, 16, 18? But they’re teenagers. When they’re handing you your food, what do you think; what’s your impression that some of these teenagers are thinking about as they hand you your food? Are they thinking about you? No. No, what are they thinking about? What time do they get off. What time do they get off and what they’re going to do tonight. Actually, that’s not always true, and I’m not trying to slam McDonald’s because that is actually not true. If they hire the right people, that’s not what they’re thinking. However, if you go to many of these fast food or quick serve restaurants, you’ll find that sometimes the employees, especially the younger ones, it’s difficult to get them engaged. However, if that employee is nice to you and they smile at you and they thank you and they give you a big smile as they hand you your food and take your money, that’s a moment of magic. Many times that’s all it takes to elevate that normal, average, mundane experience to something just a little bit better. Now, on the flip side I’ll give you a great example. There was a McDonald’s on the way to school. I used to take my kids to breakfast at least once a week, and I’d say, “Where do you want to go to breakfast?” They’d go, “Let’s go to McDonald’s.” They loved the breakfast at McDonald’s. There are two McDonald’s. “Which one do you want to go to?” “Oh, we want to go to…” and they always say the same one. Why? Well, there was this one particular woman. By the way, early in the morning it’s not kids working there because they’re supposed to be in school. But this one particular woman, she was fantastic. We would walk in the McDonald’s and she would say, “Well, look who’s here. Kids, come on up here.” She was so warm and inviting. She would tell my kids, “Kids, I know exactly what you’re going to have for breakfast.” My kids would go, “What are we going to have?” She would tell them. My kids would go, “Well, how does she know that’s what I wanted?” Here’s why, okay, because my kids were little, she was older; she remembered us from the week before, and my kids were too young to remember her. That’s pretty cool. But my little daughter at the time, she was so smart. As we walked out, she said to me, “Daddy, the people at this McDonald’s are so friendly.” Now, this is what’s cool. The people at this McDonald’s are so friendly. When you go to a McDonald’s or any other fast food-type restaurant, you go to the counter and you order their food. How many people do you actually interact with? How many of those employees would you say you interact with? One One. That’s right, one. But what happened is when we walked out, she said, “The people.” Here’s a great, important point. The people means this: That one lady, that one woman behind the counter that made this great experience happen actually represented every one of the other employees and team members at that McDonald’s. She represented that whole restaurant, the bricks, the mortar, the brand, everything—this is an important point—which means that she had an awesome responsibility as all of has have an awesome responsibility to make the right thing happen, to create that positive, strong impression. Because at any given time our customer, client, guest, again, whatever you want to call them, is going to look at us as basically a representative of the organization we work for, and people walk away saying, “Oh, I love doing business with them. They’re fantastic.” Really, it could be Carol or it could be Jane or it could be Bob. It could be one person, but that’s the person they like and oh, they are fantastic. So keep that in mind, good lesson. By the way, everything we talk about, great service, that great experience, creating that amazement and moments of magic, it’s all about creating all that trust and confidence and loyalty but also about making yourself more competitive so that you don’t have to compete just with price. You can do it with your relationship. So, that’s number three, building rapport. First impression, knowledge or expertise, third is building rapport. Number four, here’s a motivational one, enthusiasm; got to be excited about what you do.