Includes bibliographical references and index.

Part 1. Common sense -- 1. A blinding flash of the obvious -- 2. MBWA : the technology of the obvious --
3. Integrity and the technology of the obvious -- Part 2. Customers -- 4. Common courtesy : the ultimate barrier to competitor entry -- 5. No such thing as a commodity -- 6. "Mere perception" : on the irreducible humanness of customers -- 7. Quality is not a technique -- 8. The "smell" of the customer -- Part 3. Innovation -- 9. The mythology of innovation, or a skunkworks tale -- 10. Three skunks -- 11. The context of innovation -- 12. The "smell" of innovation -- Part 4. People, people, people -- 13. Bone-deep beliefs -- 14. Ownership -- 15. Applause Applause -- Part 5. Leadership -- 16. Attention, symbols, drama, vision and love -- 17. Transformations and enhancements : small wins, debureaucratizing and pockets of excellence -- 18. Coaching -- 19. Doing MBWA -- 20. Excellence in school leadership -- 21. What price excellence.

This book is an inspiring, career-transforming book published for people who want to get ahead. It takes the reader behind the scenes in some of the most successful organizations and analyzes what makes them distinctive. Here are real people, real companies, real numbers. Here is what is needed to know about the crucial elements of success: constant innovation, staying in touch with customers, encouraging the contributions of everyone in the company, and maintaining the integrity that is basic to leadership. Here are the secrets of building excellence.