This simple book has been over three decades in the making! It started based on an observed gap between the service delivered by businesses and other institutions and the service desired by buyers. Over the years, we have witnessed numerous examples of bad service and also realized that for the most part, service excellence as an organizational goal was nonexistent or at least not pursued actively. As entrepreneurs, consultants and educators that have worked with hundreds of start-ups and small businesses (along with a bunch of non-profits, governmental agencies and large corporations) we also concluded that many organizations were missing the opportunity to focus on simple, customer-centered service. This book is written especially for those organizations - large, and especially small - that can utilize service excellence as a strategic tool to build competitive advantage, brand equity and revenue growth. This process starts with awareness, is driven by introspection and self-evaluation and is monetized by placing service excellence at the forefront of operational management. We hope you not only enjoy reading this book, but that you also utilize the simple, low-cost suggestions provided on your journey to employing The Service Solution for your enterprise and unique situation.