Chapter 1: In Search of Excellence? -- Excellence - Today More Than Ever -- Excellence or Nothing -- Chapter 2: The Excellence Myth -- Admiring the Legends -- The Culture of Dilbertism -- The Theory of Excellence -- Now What? -- Excellence Every Day? -- The Excellence Aptitude Test -- Chapter 3: Why We Fail to Delight Our Customers (While We Think We Do) -- The Gaps Tell the Story- -"I Wish I Could Do More" -- Chapter 4: Excellence - Defining, Believing, Living -- Excellence vs. Consistency -- Anticipating Needs -- Response-Ability -- The Art of the Human Touch -- Early in the Morning -- Sincerely Yours -- Chapter 5: The Daily Choice You Make - Delivering Excellence One Decision at a Time -- Choices or Chores? -- Does It Have to Be Every Day? -- Twenty Years to Overnight Success -- Excellence Starts with You -- The Puzzling Paper Clips -- Chapter 6: Creating Organizational Excellence -- Millions of Daily Choices Every Day -- "You Must Smile Sincerely at All Times" -- The New "E" -- Generation Why? -- Upside-Down Management -- The Entrepreneurial Manager -- "We Just Do" -- Fly the Server -- Excellence and the Art of Persuasion -- Chapter 7: Leading Your People to Excellence -- Serving Your Employees -- Summer Santa -- Live in the Customer's Shoes -- Empowered to Make the Right Decision? -- Permission to Fail -- Mistake of the Month -- Recognizing Excellence -- Would You Go All the Way? -- I Will Take the Cynic Over Any Other Employee -- Tell Me a Story -- Celebrating the Heroes -- Excellence Enablement -- Chapter 8: Making Excellence Personal -- When I Grow Up I Want to Be -- Mechanical Performance vs. Impact Performance -- "How Would I Want to Be Treated If I Were on the Receiving End?" -- Inertia - Falling into a Performance Coma -- Make It Personal -- Hey, You! Yes, You! -- Be Proud of Your Masterpiece -- It Is All Around Us -- Chapter 9: Excellence Daily Choice - Personal Leadership -- Performance at the Moment of Truth -- In Search of the Right Customer -- To Tie or Not to Tie: That Is Not the Question -- Chapter 10: Excellence Daily Choice - Taking Ownership -- Waiting at the Altar -- Chocolate Chips to the Rescue! -- Never Give Up -- In Sickness and in Health -- Chapter 11: Excellence Daily Choice - Creative Ways to Delight -- The Extra That Makes the Difference -- Delighting Customers One Clip at a Time -- The Old Is Dead - Long Live the Change -- Creating Customer Compliments in Five Minutes -- Chapter 12: Excellence Daily Choice - Wow! -- All You Need Is Love - in 11 Languages -- Excelling at the Smallest Details -- The Sweet Taste of Everything -- A Courier for a Day or Redefining On-Time