What separates mediocre service from service worth telling others about? Isn’t it doing whatever you can for your customers v. doing what you must? A “must” perspective is inherently limiting and restrictive. It’s rooted in rules, checklists and contracts. A “can” perspective is inherently expansive and freeing. It’s rooted in permission, opportunities and the spirit of the agreement. I believe a “must” customer orientation develops out of a culture that manages their people that way. Employees follow rules, are policed with checklists and are routinely told to consult the handbook. I believe a “can” customer orientation develops out of a culture that gives its people permission to exercise good judgement, that pushes its people to take initiative and to act with the overall intent in mind. You agree?