"If you read the pages of the Wall Street Journal you would come to believe that business is about big deals—about multi-billion dollar acquisitions, massive pay packages for executives, macroeconomic forces, stuff like that. In fact, the secret of success is in the little things. Billions of small decisions. [...] Spend a few moments with this essay, and we'll show you three things. First, customer experience is central. ... Second, customer experience is hard, because it's not just about your front-line customer-facing employees. ... Third, delivering a great customer experience requires discipline—or more accurately, six disciplines that cut across every element of how your company operates."