I've always been a fan of extreme customer service, which separates one business from another. An example I always give is that the Four Seasons beds are not much more comfortable than the La Quinta Inn. So, why do you pay several hundred dollars a night more at the Four Seasons? It's because of how they make you feel. It's a feeling, and every business in the country could learn from my next guest. Michael Hoffman is an amazing speaker, author, and my friend.