WOW is such a short and simple word, but it really encompasses a lot of things. To WOW, you must differentiate yourself, which means do something a little unconventional, innovative and feel the hour to serve. You must do something that’s above and beyond what’s expected. And whatever you do must have an emotional impact on the receiver. We are not an average company, our service is not average, and we don’t want our people to be average. We expect every one of the tribe to deliver ‘WOW’.