I have two questions for you: Pay close attention to how you answer each one, okay? Question #1: How much would you pay to hear me recite poetry for an hour? _____ Question #2: How much would I have to pay you to come listen to me recite poetry for an hour? ______ In your mind, have you said to yourself, “Just come hire me….I’ll pay you…okay no I won’t it works the other way around…but really really really please come.” The way you feel about your own service leaks into what your customers see and hear.