I was delighted to see that Tony Cram has written another book - he has a knack for noticing important details, and his Smarter Pricing: How to capture more value in your market ("Financial Times" S.) book was brilliant. This book is separated into a Prologue, 8 Acts, and an Epilogue. Given that the book is about finishing touches, I immediately read the Epilogue before I looked at the rest of the book. And like the pro he is, he left me wanting even more, and keen to spread the word. It's a great and very practical book, all about not peaking too early, and about how to orchestrate the type of customer experience that evolves into a fruitful customer relationship. While he doesn't just dwell on the 'finish', he does emphasise its importance, particularly in influencing word-of-mouth referrals. He builds a strong case, using numerous practical examples to illustrate his argument, with frequent use of case studies and 'how to' lists to encourage the reader to have a go. As someone who is in the service business, I know how easy it is to 'check out' too early, forgetting that it is the remembered memories that create the lasting impact. Thank you for this timely reminder.