Johannes wrote a post last week about a restaurant going the extra mile, but in the wrong direction. I thought it was real food for thought ... so to speak. Justine pasted it on DWF and people got the point. But Adrienne reckoned it was a bit harsh – didn't the restaurant deserve marks for trying? Absolutely, and I'm sure Johannes was out to make a point rather than beat up on them. But... It's a harsh world. Your customers probably don't care how hard you try, whether you can make payroll, how much you like oysters. Sometimes the toughest thing about being in business is that you can't make people care ... and it's unwise to assume they do. A formula is far less impressive than some sign that you have recognised the individual in me. That tells me you care, and encourages me to reciprocate. Cheers, Ian PS If you can say, "The usual please" in a restaurant - and get what you want - those people really know you. It works at the place Team PJ goes on Kebab Fridays and it makes me feel like going back. Even more impressive was the time the owner, just back from a year in Turkey, shook my hand, took my order and said, "Extra hot, right? No cheese?"