The Michelin-star rating system is a way to help us think through our business and value-offering. Not every business can or should have that expectation. Sometimes we need just a convenient and affordable gas station. There's nothing wrong with that. It's a needed business. And, if that's you, expect to be "just another gas station."

But if you don't want that as your standard, if you want customers going out of their way to buy from you, or to have customers who can't wait to give you their money, then you'll have to dream a little bigger, care a little stronger, and work a little harder in order to provide that service and be a Michelin-Star Business.