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  4. Setting a High Bar for Your Customer Service
Horst Schulze, cofounder of The Ritz-Carlton Hotel Company, started
out cleaning ashtrays as a busboy before working his way up through
some of the world's best hotels and becoming COO of Ritz-Carlton
and later CEO of Capella Hotel Group. He shares the principles of
stellar customer service to which he credits his success — and
explains how they apply to every business. Schulze is the author of
the book "Excellence Wins: A No-Nonsense Guide to Becoming the Best
in a World of Compromise.”

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