Last May, I contacted a Twitter celebrity or Twitty (Twit + celebrity = Twitty) to see how I could go about buying ten signed copies of his latest book. My plan was to send a copy to every 1,000th follower of my Twitter updates with a note as a way of recognizing their milestone follow and connecting in a meaningful way.

When I finally reached this particular Twitty, I was referred to his assistant. I left a message for the assistant and never heard back. So, as I’m accustomed to doing when I have options, I contacted another Twitty with the same request. Within an hour, I had received a personal response from @GuyKawasaki with instructions of how to obtain ten signed copies of his latest book, Reality Check which I’ve reviewed at my website.

Within two weeks, the signed copies appeared on my doorstep with an Alltop t-shirt and a note from Guy. So far, between milestone followers and others, I’ve given away all but three copies—which means I’ll be placing a second order before the year’s up.

Now, I realize that @GuyKawasaki has many more income streams than his books (as does the first Twitty I contacted). Even so, successful entrepreneurs rarely compartmentalize the quality of their personal service, meaning that how they handle requests for a small number of signed books is reflective of the quality of their personal service overall.

Sure, there are probably many ways that one can rationalize what happened during my first attempt to obtain signed books, but that’s unproductive. Don’t we often hear excuses from those who fail to meet our expectations regarding one thing or another?

The bottom line is that, as a consumer of business products, my experience has lead me to order books from and become a promoter of @GuyKawasaki. Add me and my book orders to the thousands of others who have had similar experiences with @GuyKawasaki and you begin to get a sense of how one’s personal service contributes to his or her overall success—whether it be the best of times or the worst of times.

Steve @enthused

Here are two separate stories I received this week that share a common theme: restaurateurs who made meaning by expressing genuine interest, conveying authentic enthusiasm, and providing pleasant surprises. Those who practice these memorable customer service behaviors cannot help but succeed—even in a fragile economy.

Lynn from Kansas writes:

“When I went to pick up my taxes this morning in Paola, I parked in front of one of my favorite restaurants—Beethoven’s 9th—across the street from my accountant. It’s a fantastic German restaurant run by a German couple and their son. It was only 9:30am, and they don’t open until 11:00am.

I was making a call on my cell phone in the car when the restaurant owner came out and herded me into the restaurant. We talked as they made breakfast (no, they don’t open for breakfast, but that’s what I got!) and we had the whole restaurant to ourselves! What a pleasant surprise!

On top of that, they never gave me a bill to pay, so I left double the price of what I thought the breakfast would cost, as a “tip.” What wonderful people they are!”

Erin from Colorado writes:

“On Saturday, Fran and I went out to breakfast at a little restaurant that we frequent—the Country Road Café in Kittredge (highly recommend if you’re ever out this way!). It’s known far and wide in Evergreen, Morrison, and beyond, for its incredible food and is always packed.

While we were there Saturday, the owner, Mark, was out serving tables and topping everyone off with coffee, being very attentive to diners’ needs. He and his waiters kept coming by our table to try and top my coffee off, so finally I said, “Thanks, but no thanks, I’m pregnant, so I’m just trying to stick with one!” He seemed a little embarrassed, but said sorry and then something clever and walked away.

A few minutes later, he came back, and proceeded to tell us that he couldn’t believe he didn’t tell me congrats—and also told us about how much he enjoyed being a father. Later, as we got ready to pay our bill, it was marked, “No charge, congrats!”

Fran and I already loved this place, but we’ll be sure to continue going back after that kind of service and attention – and we’ll definitely share our great customer service story. And in this economy, we know a free meal means more, both to him (since people aren’t dining out as much) and to us, so it was an especially nice gesture.”

Guy Kawasaki in his book, The Art of the Start, describes why some succeed in business while others fail. He suggests that those who succeed in business set out to “make meaning, not money.” And contends, “Those who set out to make money, will not make meaning or money.”

These restaurateurs are out to make meaning. And their businesses, clientele, and reputations reflect that.