Of all the stories I have shared in the Customer Astonishment book, one that is easily remembered by many readers is the story of my son and me ordering our salads at that small café in Wichita, Kansas, a number of years ago. If you’ve read the book, you will recall that important Moment of Truth as I inserted my fork into that cherry tomato hoping it would be crisp and flavorful. The restaurant failed the test. As the saying goes, “You don’t get a second chance to make a first impression.”

The professional responses we predetermine and commit to give to customers as they face these Moments of Truth can be characterized as our Pride Factors. These are the crucial factors for creating positive impressions that demonstrate the extent to which we take pride in the work we do. These are the hallmarks of personal excellence. Thus, one Pride Factor of that Wichita restaurant’s salad chef might be: “No customer will ever taste a stale cherry tomato on my watch.”