A lesson learned from high school gym class...
The place was Mr. Wittner's gym class and we were learning basketball. A bunch of headstrong high school flunkies, he explained to us that if we ever wanted to succeed at a pick-up ball game, we should at the very least show up dressed correctly. If you're playing behind the school (inner city) on a Saturday and you show up in anything but the right shorts and shoes, no one would pick you for their team.
At the time, we all thought it was a plea to get us to wear the gym uniform. Later I realized that it's a core value. Customers' reaction to your actions reflect your actions. If you show up ready to play on the same court as your customers, they understand that you're taking them seriously. So much of business is concerned with setting expectations of others, but how much time do we spend living up to expectations?
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