If you lead a business, you know providing great service is vital.

But what does that actually mean?

For David Lafitte, CEO of the popular Western retailer Tecovas, it means radical hospitality. Stuff like offering shoppers free drinks, personalization, and a space to linger. Treating everyone who walks through the doors like a high-value customer. Encouraging staff to create relationships, not just transactions. 

And as you’ll see in this conversation, that kind of people-first mentality doesn’t apply only to customer service. It can also change the way you build your whole business, and it might just be the competitive advantage you’ve been looking for.

You’ll also learn:

• The hard truth about scaling your culture
• Why a loyalty program might actually backfire
• A practical way to stay connected to daily operations
• A great tip that can help your brand stay authentic