Excellence. We hear about it, and think we know what it means. As consumers, whether we consciously think about it or not, we know what we want when we hand over our hard-earned money. We want what we paid for. Or, more importantly, we want what we think we paid for. At the very least, we want what the seller said we would get.
Since we are all consumers, why doesn't this expectation find its way into our businesses more often? Are our business models so complex that providing excellence is just too hard?