9
The Power of Purpose
Employees shouldn’t be expected to deliver first-rate
service if management can’t first define it.
—Horst Schulze
Retired President of the Ritz-Carlton
Hotel Company
A cattle rancher will tell you that moving a large herd requires
bifocal vision: without close attention to the herd, a feisty
steer can double back or break away, making the rancher
waste important time retrieving the malcontent. But if you
don’t also keep an eye on the distant gate—your ultimate des-
tination—you may never funnel the herd through it.
When it comes to Knock Your Socks Off Service, focusing
on the ultimate and the immediate is equally critical.
“Bifocal” service vision comes from a clear focus on purpose:
Defining in detail and in writing—and then repeating ...