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The right moral compass is trying hard to think about what customers want.

The idea of service leads to community.

For me, good service is efficient and discreet; it's that critical balance. As soon as the client sits down, the communication flow has to start. Customers need to feel that the waiters are supervised - that there's a system in place.

We need to take excellent care of our customers, and do so at a profit.

Through their own actions, customers can hold companies responsible to higher standards of social responsibility. Through collective action, they can leverage their dollars to combat the force of those investors who myopically pursue profits at the expense of the rest of society.

You have got to have discipline and focus - on the customer and how you run the business.

If you're going to say to all the people that you're working with, 'We want you to treat the customers honestly; don't lie and don't cheat,' it is somewhat hypocritical if you're not following the same rules.

So we have a commitment to the business and to its people.

The more moral the people are in their business dealings, the less paperwork you need, the more handshakes you can have, the more the wheels of capitalism work better because there's trust in the marketplace. Business ethics is not a joke. And, in fact, I think most businesses that I've dealt with encourage exactly that type of behavior.

It ought to be self-evident common sense that service is important to sales. But it's not.