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Rock-star leaders stand out. Up and coming leaders have a challenge: How do you enhance your company’s culture in your current role? How do you establish yourself as a leader who takes your organization’s brand to eleven? You may not be an executive, and you may or may not have direct reports, but author, speaker, and trainer Jim Knight would assert that, nonetheless, you have the power to be a major influencer of your organization’s culture, lighting it up and making it rock, from the inside out.

Whether you sell products or services, the only way to stand out is by treating your customers like rock’n’roll royalty—every single time they interact with your company. In Service That Rocks, author, speaker and service expert Jim Knight shows you how to begin by hiring people especially suited to your business, then giving them the training and permission they need to make your brand iconic.

At birth, Violet and Rose Flowers were identical, save for a tiny bluish-purple mark gracing Violet’s slender neck. By nineteen, their temperaments distinguish them, as different as the flowers their mother named them for—Violet, wild and outgoing, and Rose, solitary and reserved. Still, they are each other’s world. Then, on a sweltering, terrible August night in 1928, an explosion rocks Lamb’s Dance Hall in Possum Flats, Missouri, engulfing it in flames, leaving one twin among the dozens dead, and her sister’s life forever changed.