These are all reasonable assertions and you won’t get an argument from me that they are all important, but I don’t happen to share the opinion that any one of them or a combination of them is the be all and end all. I think the most important thing of all is something that seems to be missing in a disturbing number of businesses.

It’s all to do with the difference in perception the public have of a business, compared to the perception the business owner and staff have of that very same business. Perception is a very powerful thing.