Honesty, fairness, integrity, the golden rule: a customer-first culture. Customers want it - even demand it. And it’s so easy to promise. This is ‘distance race’ thinking, and building a business on it is harder than you might think. It requires you to sacrifice many short-term opportunities for gain. It means spending whatever time it takes to help a customer solve a problem on deadline. It means resisting the urge to cut corners on materials that, once in place, no one will ever see.