In most industries, a 9:00 appointment is a 9:00 appointment. But a 9:00 doctor’s appointment usually isn’t. The message sent by most medical practices is that, contrary to the usual rules of business, the company’s time is more valuable than the customer’s. But what if a doctor somewhere decided to turn the tide? What if she invested in an app that let patients know if she was running behind, or one that sent a text message twenty minutes from the actual time the patient would be seen? What if she then let the world know about the new app? Think she’d get good ROI? Here’s a bigger question. What poor service practice are you accepting as a given in your own business? What would it take to change that one thing? What’s the potential reward? When can you start?