There was a day when most businesses wanted to be helpful and make sure customers were taken care of, but those days, sadly, seem to have left us. Today, there seem to be so many businesses regularly cooking up ways to make it easier and less costly for them while making it more difficult for customers.

Why have things come to this, and more importantly, what can be done about it?In a search for solutions, this book takes readers on a journey that begins with a look at a critical flaw in our collective beliefs about the nature of mankind, followed by an examination of the fallout from those beliefs that has left our workplaces full of self-interest and customer dissatisfaction. From stories of a florist, airline, hotel, comedian, and an epiphany on a golf course comes a straightforward formula for improving the situation both individually and organizationally, and that formula begins with giving a $#!+.

But giving a $#!+ is not what you might think. And the realization of what that really means—that’s the real story here and the catalyst for moving things in a better direction.

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