In an interview, John DiJulius III, president of The DiJulius Group, talked about his book. The biggest secret is people's service aptitude. Where businesses make a mistake is where they think customer service is common sense. They need to learn about engagement and how to anticipate some of the needs (of consumers) and personal service -- all those things just don't come as natural as (they might have) to previous generations. The book is broken down into 10 "commandments." Just keep asking "Why?" Keep pushing, and if you dig deep enough, there's a higher purpose out there that your employees are willing to believe in.