TABLE OF CONTENTS

PREFACE

PART ONE: CHANGE OR DECAY
Our Changing Habits
Our Changing Workplace
Our Changing Technology
Knowledge Is Power The Global Stretch...Or Not
Ten Action Steps For Changing Times
21 Critical Questions About Change

PART TWO: A BUSINESS WITHOUT CUSTOMERS...ISN'T
Who Are You?
Where Are You Headed?
Who Are Your Customers?
21 Critical Questions About Your Customers
Target Markets Addendum

PART THREE: PURSUE DIFFERENTIATION
Cut Through The Clutter
Take A Theatrical Approach
-Communicate Dramatically
-Tour Your Theatre
-Glamorize Your Oft-Forgotten Props
-Make Your Products & Services Legendary
-Stay Ahead of the Copycats
21 Critical Questions About Marketing Merchandising Addendum

PART FOUR: EXECUTION IS THE SERVICE STRATEGY
Heroic Customer Service
Be What You Say
Be Prepared
Get Close to Customers by Dialoguing
Focus on Maintaining A Long-term Relationship
Customer-ize Your Service
Deliver Value
Ensure Customer Comfort
Benchmark Yourself
Take Care of Details
Create Heroic Service Givers
Institute A Service Action Plan
21 Critical Questions About Service

PART FIVE: FRONTLINE=BOTTOMLINE
Wants & Needs
10 Motivators for a Productive Workplace
10 Really Simple Recognition Ideas
To Train--Or Not to Train
A Training Program Checklist
Empower Staff
Give Benefits
Miscommunication Debilitates
The Art of Selling
21 Critical Questions About Your Frontline

PART SIX: FROM VISION TO IMPLEMENTATION
A Vision Statement
Re-engineering for Growth
Strategy Implementation
21 Critical Questions About Visionizing

PART SEVEN: A CATALYST FOR ACTION
Leaders Are Made
Values and Vision
Communicate to Energize
Lead by Giving Gifts
Be Fearless
Build A Quality Team
Innovate. Improve. Influence
Top 25 Characteristics & Skills of Leaders
Ask. Answer. Plan. Change.
21 Critical Questions About Leadership

A FINAL WORD