“Scientists call this phenomenon the Baker-Baker paradox. If we meet a man and learn that he is a baker, we often have no problem recalling that fact when we see him again. But if we meet a man and learn that his name is Baker, recalling it is much more difficult. The word is the same, but we process it quite differently” (page 94).
“Here’s a new rule to live by: Do unto others as they would have done unto them. Service isn’t what you want from your customers. It’s what your customers want from you. Don’t make the mistake or run the risk of offending a customer by forcing your will onto an unsuspecting person. Not everyone likes what you like. Not everyone expects the same things you do. Delivering exceptional service means knowing how to make customers happy and delivering what customers expect from you” (page 65).
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