I don't care about you. Sounds selfish. But speaking as a customer, it's true. I don't care about how many years you've been in the business. I don't care what degrees or qualifications you have. I don't care how many customers you have satisfied over the years or how many products you've sold. I care about what you can …

My wife and I are on our way back from somewhere, and stop at a service station. Lo and behold, there are the usual signs reminding all weary travellers to pay before getting out of the car for a break. It's  nice and easy, the signs say. All we have to do was call a number or …