If you knew,

and you could see the world through the eyes of the customer,

and you really cared…

What would you do?

That's a simple test of creating excellence.

So, if I'm on hold for 56 minutes with Orbitz, does the CEO know? Is that ever a desired outcome?

Does the engineer who shipped a hackable voting machine know that it's hackable? 

The plumber who finished the job and left the hot/cold controls in reverse position… did he care enough?

Excellence cuts through bureaucracy and status quo and excuses and asks a simple question:

What would you do if you knew?