Imagine you’re in the restaurant business. New competitors spring up every day, which means your prospects all have plenty of choices. So when a new diner walks in the door, you have a single shot at turning them from a one-time visitor into a regular. How’s parking? Does the host or hostess smile and greet them? Is the atmosphere inviting? Is the service relaxed, helpful and anticipatory? Is the menu memorable? Does the meal deliver on the menu’s promise? Now forget restaurants. Whatever business you’re in, the same rules apply. Your people, your product and your premises have one shot at living up to your promises. Which thing could you tweak today to improve your odds?