WOMM:
Word of Monster Marketing
Good analogy from my new buddy, Ron, over at the Buzzoodle.com blog. Ron spotted a great commonality between costumed kids trick-or-treating at the "good houses" and consumers doing business with the "good companies."

Buzzoodle says:

• Porch light out:
  They don't care about me.
  
• One Tootsie Roll:
  They are doing the minimum to get by.
  
• Take a couple of things, sweetie:
  Generous and care about me.
  
• Full size candy bar:
  I will remember to come back to this house next year,
  along with 50 of my friends.

Ideally, businesses like to think their service is akin to handing out the full-size candy bar, but personal experience shows that far too many have burnt out bulbs on their porches.