I like to tell the story to new hires about how there are two signs out side of a print shop.
One says 'Magic Shoppe'. The other says 'Customers Needed'.
Only the best customers see the 'Magic Shoppe' sign and really appreciate the work that goes on there.
But the plain, ordinary customer sees the 'Customers Needed' sign and treats the work that goes on there as a mundane task.
We want all our customers to see that 'Magic Shoppe' sign and the only way that happens is to treat each job as important to us and special for the customer.