INTRODUCTION: LAUNCHING A CULTURE CHANGE THE RIGHT WAY

It's not hard to understand why a company needs a culture that will encourage employees to treat customers well. Trouble is, nobody wants to tell you the "secret" of how to do that because then you might become a more formidable competitor. But I would like nothing better than to see a world filled with companies that have a positive, customer-oriented culture—so I'm going to let you in on those secrets and show you the exact steps for curing an ailing culture or creating a new one from scratch.

During my career I have been instrumental in helping create the high-performing cultures at some of the most admired companies in America: JetBlue, Southwest Airlines, Doubletree Hotels, P.F. Chang's ...

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