This book is about how your customers and future customers perceive you and your business using four basic steps: The exterior of your business. As they approach your premises, what do they see? The interior. What is their first impression as they enter your business? The staff. What is their first contact, and how do they handle the customer's needs? The marketing. How does your marketing portray your actual business? Now how does this work? One way is to act like you are a first-time customer. Or have a friend your staff doesn't know act like a customer. And through "business analysis," you will see how your business is perceived in the customer's eyes. Do this often to keep you on the cutting edge of your industry. Remember, winners never quit and quitters never win.