27Tell Stories

Many people more vividly remember lessons learned from hearing or reading stories than they do from studying dusty textbooks. Before Johannes Gutenberg’s transformative printing press (1455), humans maintained their cultures, and educated their children, by telling stories (and making art). The storyteller and the poet were celebrities of the oral tradition. Books and scrolls and parchments were rare and expensive. It is not surprising that Guttenberg’s first “mass-produced” book was the Bible, itself a collection of stories.

The Ritz-Carlton Hotel expects all employees to do whatever it takes to make the guest’s experience so memorable, so satisfying, that the guest will come back, and will tell others to visit. This expectation ...

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