My main job was developing talent. I was a gardener providing water and other nourishment to our top 750 people. Of course, I had to pull out some weeds, too.
Jack Welch

We see our customers as invited guests to a party, and we are the hosts. It's our job every day to make every important aspect of the customer experience a little bit better. Jeff Bezos

People and companies like to see their names in print, especially if it took some effort to find them. Chapters 2 and 5 include tips to help you find the real addressee even when the person is trying to be incognito.