: Scott Deming is the author of The Brand Who Cried Wolf: Deliver on Your Company’s Promise and Create Customers for Life (Wiley, April 2007), which expands the ideas in this article. He grew his own marketing and advertising company, RCI, into a multimillion-dollar organization that won The Business Journal’s “Most Inspiring Business of the Year” award. Deming also delivers high-energy sales, marketing, and customer service presentations to clients across the globe more than 100 times a year. His presentations have taught customer-focused sales, marketing, and branding techniques to Verizon Wireless, Wells Fargo, 3M, USAA, GlaxoSmithKline, Delta Faucets, John Deere, Prudential Real Estate, Wachovia, Wyeth Consumer Healthcare, and many other companies.