Experience zones are the areas where a large number of customer contacts occur, the authors explain. And you will best manage these zones only if you identify and understand your true market. Also, you need to ‘make an authentic emotional connection with your customers in the experience zones’ and ‘create a powerful customer experience with laughter and energy.’

The other six loops in the book, with a focus on small businesses which create a majority of new jobs, are about building a winning culture, monitoring the fundamentals, standardising every major process, innovating, living in the real world, and leading by example. Success is built one loop at a time, observe Chaet and Lundin.

WIPIWIP or ‘what I practise is what I preach’ should be the motto of a leader, says Ram Pratap in Gandhian Management: The paragon of higher order management ( www.jaicobooks.com).