Why little things make all the difference

If you think small things don’t matter, try spending the night in a room with a mosquito.
—The Dalai Lama

My 2¢: It’s often the small things that put put us on the path to creating and delivering a true, lasting competitive advantage. Things such as clean windshields. Often, the real secret to fuelling word of mouth marketing is in focusing your attention on the small details that, if overlooked, can sabotage your marketing campaigns or undermine your important relationships.