Everyone at cxpartners—in particular, Joe Leech for his steer on the psychology of conversations and Richard Caddick for his support and encouragement.

Nathan Moody for his story about Wells Fargo ATMs. Little Big Details blog continues to be a daily source of inspiration and many of the examples in this book were gathered there (including contributions from Joe Joiner).

Joy Dean Lee, Michael Nolan, and Nancy Peterson for their help in getting things started and getting things finished.

My family for understanding when I needed time and for knowing when not to ask, “How’s it going?”

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