Index

• A
• Abreu, Thomas, 69
• absurdity, getting used to, 179–180
• acceptance, creating, 103–104, 173
• accountability, sides of, 85
• Adair, Johnny, 32
• Agrawal, Miki, 180
• agreements
  • benefits of, 147
  • keeping, 142
  • setting, 149–150
  • in Trust secret, 128
  • versus value-based guardrails, 142
  • writing, 143–145, 149–150
• Airbnb, 121
• Alexander, Nathan, 118
• analogy, using with customers, 28
• Andreasen, Nancy, 158
• answers, stretching with, 122–123
• anthropological witnessing, 17–18, 32, 34, 38–39
• The Arbor Company, 99
• Archimedes, 49
• Assyria, rule of, ix
• attraction and innovation, 54, 60
• auto auction company, 24–25
• B
• Babylonian King Marduk Zakir Shumi, ix
• banjo player, Béla Fleck, 147–149
• Basarab, Dave, 113–114
• “Be all…there,” 108
• “Be the Car” project, 25
• “be the customer,” 9–10
• Because of Winn-Dixie, 31–32
• belief and faith, benefits to, 61, 66
• Bell, Annabeth, 31
• Bell, Cassie, 141
• Bell, Kaylee, 199
• Benigni, Roberto, 180
• Berra, Yogi, 31
• The Big Apple Circus, 183–184
• “big boy” event, 187
• Bix Bender, Texas, 115
• blending, process of, 63–64
• Bohr, Niels, 177
• booby traps, clearing away, 155–156
• brain, right versus left, 126
• Brandeau, Greg, 35
• breakthroughs, hunting for, 11–12
• Build-A-Bear Workshop, 27–28
• business, purpose of, xii
• Byrne, John, 47
• C
• “Candelabra” performance, 84
• car auction company, 24–25
• caring, communicating, 26, 85–86
• Carnegie, Andrew, 187
• Carson, Johnny, 184
• Carter, Jimmy, 33
• Cathy, Truett, 67
• caution lights
  • heeding, 161–162
  • planning for contracts, 159
  • in Trust secret, 128
• Chesky, Brian, 121
• chi, 94–95
• Chick-fil-A, 67
• CIA (Culinary Institute of America), 191
• circus
  • of imagination, 178–180
  • joining, 183–184
  • and passion, 165
• Cirque de l’Imagination, 178, 185. See also imagination
• Cirque du Soleil, 177, 182
• clarity, assessing, 67–68
• Clark, Maxine, 27–28
• Clarke, Arthur C., 59
• Clinton, Bill, 190
• Close, Del, 131
• clowns, sending in, 180–181
• co-creation partnership. See also partnership
  • components of, 198–199
  • foundation of, 12
  • integrating customers, 2
  • versus participation, 4
  • secrets, 9–11
  • value of, 6–8
• Collective Genius, 35
• company as provider, 5–6. See also provider-to-customer relationship
• Competing Against Luck: The Story of Innovation and Customer Service, 121
• connections, bad versus good, 132
• “connect-the-nine-dots” puzzle, 65
• contingency plans, 152–153
• Continuum consulting firm, 35
• contracts, planning caution lights for, 159
• The Convenience Revolution, 86
• cooking shows, 151
• Copeland, Bill, 139
• core values, 34–35, 37. See also value-based guardrails
• cotton candy, 178–180
• Covey, Stephen, 26
• crab, features of, 186
• Craddock Terry Hotel, 3–4
• The Creative Brain, 158
• Cuff, Andrew, 117
• Cummings, E. E., 185
• Curiosity secret
  • in action, 22, 32–33
  • conveying, 12–13
  • explained, 9–10
  • goal of, 26
  • inquiry, 17–18
  • listening, 17
  • manifestations, 17
  • opposite of, 18
  • practice of, 18
  • provider-customer dialogue, 18–19
  • sincerity of, 46–47
  • as treasure hunt, 16
  • unfiltered, 45
  • witnessing, 17
• curious intent, showing, 42–44
• customer aware organizations, 12
• customer-centric, meaning, 11–12
• “customerization,” 5
• customer-organization relationship, vagueness, xii. See also organization
• customers
  • being, 9–10, 24–26
  • core values, 34–35, 37
  • creating and keeping, xii
  • definition, xi
  • dreaming with, 47–48
  • examining needs of, xii, 29
  • focusing on, 87–88
  • getting intelligence about, 38
  • goals, 62–63
  • identifying wants of, 2
  • journey mapping, 38
  • language, 35
  • listening to, 21–22
  • loyalty, 84–84
  • needs, 2–3, 47–48, 66–67
  • as “other king,” x–xi
  • picturing goal of, 62–63
  • traditions, 35
  • treasure trove within, 6–7
  • watching in action, 36–37
• Customers as Partners, 13
• customer’s imagination, gaining access to, 54
• D
• Dance Lessons: Six Steps to Great Partnership in Business and Life, 26–27
• danger zones, watching out for, 153–155
• daredevil learning, 10, 93, 102
• A Day in the Life of a Driver, 63
• de Bono, Edward, 65, 122
• de Meo, Luca, 35
• DeGeneres, Ellen, 24
• Dell computers, 4
• Deming, Edwards, 191
• DHL in Europe, 8
• DiCamillo, Kate, 31–32
• DiJulius, John, 62
• DiSabatino, Brian, 24
• discipline, valuing, 148–149
• Discover credit card company, 86
• Discovery Channel, tuning into, 112–113
• Discovery secret
  • characteristics, 92–93
  • daredevil learning, 10, 102
  • elements, 94
  • pursuit of perfection, 100–102
• Disney, Walt, 97–98, 177
• disruption
  • discussing, 156
  • “go to market” strategy, x
  • in partnership, 153
• Don’t Squat with Yer Spurs On! 115
• Dreaming Sessions, 47
• dreams, realizing, 62
• Drucker, Peter, xii
• E
• EBIT (earnings before interest and taxes), 133
• “eccentric,” meaning of, 17
• eccentric listening. See also listening
  • experience of, 23
  • function of, 17
  • practicing, 29–30
• eccentrics and mad scientists, 172–174
• Edinborough, Arnold, 15
• EDiS Company, 24
• Edison, Thomas, 74
• “egalitarian,” 192
• Einstein, Albert, 46, 199
• Ellison, Larry, 94
• empathy and listening, 22–24
• end, starting at, 179
• “Engagement” staff, 99
• The Executive Challenge, 114–115
• F
• factory mentality, xi
• faith and belief, benefits to, 61, 66
• Fast Company magazine, 47
• fear, driving out of workplace, 191
• feedback cues, planning, 145–147
• Fields, Cindy, 188–189
• The Fifth Discipline, 111
• Fleck, Béla, 147
• flexibility versus tolerance, 73–75
• focus. See also insight
  • assessing, 67–68
  • clarifying, 64–66
  • and grounding, 55
  • requirement, 61
  • testing, 65–66
• Ford, Henry, 2
• Forster, E. M., 107, 200
• Fortune, 28, 43
• “frameworks of seeing,” 34
• Frisbie, William, 37
• “functional fixedness,” 65–66
• G
• General Electric, 47
• generosity, stretching with, 118–119
• genuineness, 45
• Getting Service Right, 75
• Glidewell, Jack, 154
• “go to market” strategy, x
• goals, clarifying, 65
• Godin, Seth, 80, 112, 118
• gold mining, 41–42
• Goldcorp, 127
• Google search, 38
• gratitude, expressing, 194
• Greenleaf Whittier, John, 152
• greeting, intent of, 43
• Groeschel, Craig, 169
• Grounding secret. See also guardrails and grounding; needs of customer
  • components of, 54–55
  • function of, 55–56
  • partner on purpose, 10
  • purposeful components, 56
  • relationship security, 56–57
• Grove, Andrew, 124
• growth, attraction to, 92
• guardrails and grounding, 56. See also Grounding secret; value-based guardrails
• The Guinness Book of World Records, 43
• Gutsche, Jeremy, 39
• H
• half-truths, acceptability of, 133
• handshake, symbolism of, ix
• Harley-Davidson, 110–111
• Hartley, Lena, 71
• Harwell, Ernie, 197
• Hegel, W. F., 195
• Hill, Linda, 35
• Holt, John, 115
• honesty as best practice, 134–136
• honor in action, trust as, 127–128
• “honor wine,” 126
• honoring
  • and innovation, 188–190
  • making egalitarian, 191–193
  • making nonjudgmental, 190–191
  • nobilizing, 194–195
  • and passion, 165
• hotels, guest workarounds, 36–37
• How shall we talk? 27
• Hyken, Shep, 86
• I
• ideas. See also “two more ideas”
  • as solutions, 126
  • sprouting, 95
• identification, creating climate of, 146
• imagination. See also “Cirque de l’Imagination”
  • accessing, 177–178
  • adventure, 55
  • appetizer, 119–120
  • chi, 94–95, 121, 123.
  • versus intelligence, 199
• Immelt, Jeff, 47
• The Imposter, 147
• incubation alliance
  • creating, 104–105
  • daredevil learning, 102
  • perfection and excellence, 100–102
  • rapport retreat, 98–100
  • unmistakable acceptance, 103–105
• Inn at Sea Island, 166
• innocence
  • elevating, 179
  • versus intelligence, 174–175
• innovation
  • alliance of, 17
  • and attraction, 54
  • and honoring, 188–190
  • innocence versus intelligence, 174–175
  • meaning of, 2, 148
  • nurturing, ix–x
  • process of, 92
  • quest, 53–54
  • through honoring, 188–190
• inquiry
  • characteristics, 45
  • and curiosity, 17–18
  • intent of, 43
  • unleashed and unfiltered, 44–45, 48–49
• insight. See also focus
  • focus, 60, 68–69
  • pursuit of, 42, 46
• inspiration, providing, 84–85
• intelligence versus imagination, 199
• invitation, extending for partnership, 198
• Ionesco, Eugène, 41
• Iraq Museum in Baghdad, ix
• Iron Chef, 151
• Izzo, John B., 81
• J
• Jones, Franklin P., 18
• Jowett, Benjamin, 49
• Joyce, Mike, 134
• K
• Kaye, Kenneth, 162
• Keller, Helen, 91
• Kennedy, John F., 151
• Kennedy, Keith, 137–138
• Kimberly-Clark, 66
• King Shalmaneser III, ix
• “kings with staffs,” partnership, xiii
• knowledge versus imagination, 199
• Kounios, John, 105
• L
• LaFlèche, Isabelle, 176
• Lakein, Alan, 161
• Lateral Thinking, 65, 122
• Lavin Bernick, Carol, 112
• learning, hardwiring into partnership, 108–110
• left brain, 126
• lemonade-stand scenario, 205–208
• Leonard, Stew, 43
• leverage, principle of, 49
• Levitt, Ted, 66
• Liberation Management, 5
• Lineback, Kent, 35
• listening. See also eccentric listening
  • and Curiosity secret, 17
  • and empathy, 22–24
  • getting data from, 22
  • to interpret, 23
  • for solutions, 126
• Lloyd, Calvin, 141
• “Locker Room Talk,” 154–155
• Lockheed Martin, 134
• Logan, Frank, 41
• Longstreet, John, 33, 122–123, 174–175
• Love, Tim, 151
• loyalty, considering, xii–xiii
• M
• MacKenzie, Gordon, 105
• mad scientists and eccentrics, 172–174
• Managers as Mentors: Building Partnerships for Learning, 146
• The Marketing Imagination, 66
• Marriott’s Executive Education Program, 190
• Marriott’s Meeting Imagined website, 64
• Marx, Groucho, 18
• May, Rollo, 171
• McDonald’s, 73–74, 181
• McElroy, Terry, 120
• McEwen, Rob, 127
• McLane wholesale supply company, 120
• Mead, Margaret, 32–35
• meaning
  • joint search for, 26–27
  • turning into insight, 27–29
• memory, imagining, 65
• Menninger, Karl A., 21
• Meno, Joe, 1
• Merrill Lynch, 83
• mindset, terminology, 26
• The Music Man, 145
• N
• needs of customer, knowing, 2–3, 47–48, 66–67. See also Grounding secret
• Net Promoter survey, 44
• Netanyahu, Benjamin, 190
• never-give-up tenacity, 113–114
• Nietzsche, Friedrich, 138
• Nothing-Is-Impossible attitude, 110–112
• nurturing, elasticity versus endurance, 78–79
• O
• Odom, Mel, 150
• OMGs (oh my goodnesses), avoiding and remembering, 65
• Orbiting the Giant Hairball, 105
• organization. See also customer-organization relationship
  • loyalty to customer, xii–xiii needs of, 1
• “other king,” customer as, x–xi
• ownership, importance of, 103
• P
• pain
  • respecting, 161
  • stopping in partnerships, 157–159
• paradigm shift, customer’s needs as, 66–67
• paraphrasing, 23–24
• participation, encouraging, 4
• partner on purpose, 10
• partnership. See also co-creation partnership
  • agreements, 144–145
  • building, 198
  • cause of failure, 131
  • checkup, 201–203
  • clearing booby traps, 155–156
  • definition, xiii, 13
  • discovery, 94
  • elasticity versus endurance, 78–79
  • flexibility versus tolerance, 73–75
  • giving flexibility, 73–75
  • improving, 203
  • between “kings with staffs,” xiii
  • managing, 3, 76–78
  • nurturing, 78
  • owning, 82–83
  • and participation, 4
  • preparation, 156–157
  • questions for preparation, 156–157
  • roles in, 156
  • symbolizing with handshake, ix
  • The Partnership Checkup tool, 159
  • warranty, 88–89
• pass-I-on, 171, 175–176
• Passion secret
  • components of, 165
  • explained, 164
  • and honor, 167
  • Inn at Sea Island, 166
  • never stop courting, 11
• Patterson, John, 24–25, 83, 153
• Penny Loafer, 4
• perfection, pursuit of, 100–102
• performance, increasing, x
• Perry, Jennifer, 29
• Peters, Tom, 5
• Peterson, Herb, 73, 172
• Picasso, Pablo, 71, 148
• picture-day mentality, 100–102
• pictures, blending, 63–64
• “pinch,” disruption as, 153–155
• Pitney Bowes Global Mailing Solutions, 113–114
• planning, purpose of, 161
• “plight of the driver,” 62
• Poirot, Ken, 117
• preparedness scenarios, 152–153
• problems, identifying and addressing, 65–66
• Procter & Gamble, 34
• products and services, factory mentality, xi
• provider-to-customer relationship, 11–12. See also company as provider
• purpose and innovation, 53–54
• Q
• Quadracci, Harry, 145
• questions, using, 46–47
• R
• Radio Shack, 87–88
• Rainey, Nancy Marie, 71, 79
• rapport retreat, generating, 98–100
• rationale for feedback, stating, 146
• reflection, 201–202
• reflective responses, 23
• The Relationship Economy, 62
• relationship
  • planning, 153
  • security, 56–57
• relevance, assessing, 67–68
• renegotiation, planning, 159
• right brain, 126
• Riley, Pat, 89
• Rimini Street, 29
• Ringling Bros. and Barnum & Bailey circus, 184
• Rogers, Carl, 16, 131
• role model company, choosing, 29
• roles in partnerships, 156
• rules, breaking, 148
• “rules of engagement,” 56
• “runaround promise,” 137
• S
• Savage, John, 30
• Savi Baby, 104
• “scratching itches,” 54
• Senge, Peter, 111
• services. See products and services
• Shalmaneser, ix
• shepherd’s crook, symbol of, x, xi
• Sherwood, John, 154
• sideshow, adding, 182–183
• Smale, John, 34
• Smyth, Cameron, 37–38
• solutions, listening for, 126
• staff, brilliance in, 123
• Starbucks, 4
• Stern, Howard, 24
• stimulation, randomizing, 178
• Stone, W. Clement, 51
• storyboarding, 121–122
• stretching
  • with generosity, 118–119
  • with imagination appetizer, 119–120
  • with more answers, 122–123
  • with storyboarding, 121–122
• study guide, 205–208
• “sursy,” giving, 193–194
• symbols
  • handshake, ix–x
  • shepherd’s crook, x, xi
• T
• TA (TravelCenters of America), 62–63
• Tai Chi, 117
• Take Their Breath Away, 182
• Tebeau, Jason, 103–104
• three Cs, 153
• time out, calling, 158–159
• Toister, Jeff, 75
• tolerance versus flexibility, 73–75
• traditions, 35
• truck drivers, plight of, 62
• Truelove, Emily, 35
• Trust secret
  • components of, 128
  • elements of, 10–11
  • as honor in action, 127–128
  • importance of, 132–134
  • in innovation cultures, 126–127
  • trouble with, 131
• Twain, Mark, 92
• “two more ideas,” 122. See also ideas
• Ty Beanie Babies, 28
• U
• Ultimate Software, 135–136
• unleashed and unfiltered inquiry. See inquiry
• V
• value-based guardrails. See also core values; guardrails and grounding
  • constructing, 75–76, 79–80
  • versus work agreements, 142
• Vans shoes, 4
• Vincenzo’s Ristorante, 126
• VSC (Victoria’s Secret Catalog), 188–189
• W
• Walton, Sam, 34
• warranty
  • being, 81–82, 84, 88–89
  • and grounding, 55–56
• A Way of Being, 131
• “what if,” 123, 152–153, 181, 183, 188
• What will it mean to you/to me? 27
• Whitbread Hotels, 190
• white lies, prohibiting, 136–138
• whole truth, 128, 131, 138–139
• “why” and pursuit of innovation, 53
• Why are we here? 27
• Winfrey, Oprah, 24
• witnessing and Curiosity secret, 17–18, 32, 34, 38–39
• work agreements
  • benefits of, 147
  • keeping, 142
  • setting, 149–150
  • in Trust secret, 128
  • versus value-based guardrails, 142
  • writing, 143–145, 149–150
• Y
• Young, Andrew, 33–34
• Z
• zeal and passion, 165, 170–172
• Zemke, Ron, 38
• Ziglar, Zig, 62
• “zone of indifference,” 153–154