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What's Your Purple Goldfish? busts a myth and reveals a simple truth about customer service. Stan uncovers the recipe for creating signature added value that increases customer satisfaction and drives positive word of mouth.

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Joseph Campbell

If you go to a master to study and learn the techniques, you diligently follow all the instructions the master puts upon you. But then comes the time for using the rules in your own way and not being bound by them. . . . You can actually forget the rules because they have been assimilated. You are an artist. Your own innocence now is of one who has become an artist, who has been, as it were, transmuted. . . . You can't have creativity unless you leave behind the bounded, the fixed, all the rules.