• How do people think and talk about you when you're not present?
• How do people think and talk about your company?
• What positioning do you have in your market, in terms of the specific words people use when they describe you and your offerings to others?
• If you could create the ideal impression in the hearts and minds of your customers, what would it be?
• What would you have to do in every customer interaction to get your customers to think and talk about in that specific way?
• What changes do you need to make in the way interact with customers today in order to be seen as the very best choice for your customers of tomorrow?

Attribution theory says that most customers think of you in terms of a single attribute, either positive or negative. Sometimes it's "service." Sometimes it's "excellence." Sometimes it's "quality engineering,". How you are seen and thought about by your customers is the critical determinant of your success in a competitive marketplace.