I believe we all have unique gifts and abilities and most of the time these are suppressed, and never given a platform, to be expressed to the world. All I ask of you; is your commitment to emptying your preconceived ideas, about the content of the book, and take the time to absorb and think deeply about the literature we will be participating in. Please take note that I am not going to get into the mechanics of serving a customer i.e. one such mechanical function in a restaurant would be to serve from the left, clear from the right. Service can be approached as just a series of mechanical functions, and whilst obviously the mechanics are important, you won't gain a competitive advantage today by just being efficient. I intend to take you beyond just the prevailing view of "good service."