A couple of generations of inspirational leaders made the Golden Rule, and its corollary "know thy customer," a staple of services. In the 1970s and 1980s, Herb Kelleher, founder and CEO of Southwest Airlines, personified it. He would serve drinks and what he called "filet of peanut" on short-haul flights to stay in touch with passengers. In the early 1990s, Scott Cook made every executive spend a day a year fielding customer calls about Quicken and QuickBooks. This year, Tony Hsieh, CEO of Zappos, embraced the Rule in his best-selling Delivering Happiness, providing his vision of how to build a company insanely obsessed with service and satisfaction.

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