Do.
Consider the customer.
“I waited tables for a couple of years at a fancy steakhouse, and I loved that job. Every shift was an opportunity to make somebody’s day. What juices me about a customer experience is that it’s just about creating a memory for someone. I could create a great time for whoever was there -- and sell a lot.”
Don't.
Be defensive.
“Don’t cover your ass. Last week, we totally screwed up for a customer on the technical side. I apologized profusely and provided a credit for their next bill and told them what we were doing to correct the problem. You can earn a lot of trust in those moments just as quickly as you can lose it. But people are human -- they’ll forgive you."
Do.
Correct your mistakes.
“In the first three years, we had to fire nearly 40 percent of the people we hired. I was giving people a lot of credit for their enthusiasm -- but enthusiasm doesn’t necessarily mean they’re going to give everything they have to learning a craft. I had to start giving hiring a bit more structure and a bit more thought.”
Don't.
Cast a wide net.
“Having an opinion that resonates with a specific audience -- even if that opinion won’t resonate with everyone -- can endear them to your business in a very unique way. For example, Patagonia, the outdoor clothing company, cares about the environment and it communicates that to its customers.”
NOTE CREDIT: https://www.entrepreneur.com/article/281015