In today and tomorrow's issues of Promotional Consultant Today, you will meet Fred. On the surface, Fred isn't much different than any other person at the U.S. Postal Service. That's right. Fred is a mail carrier. But there's something very unique and different about Fred, and his technique can help all of us in business.

Fred delivered my mail for years, but he went above and beyond just dropping letters in my box. He asked when I would be out of town and kept my mail safe until I returned. He took a special interest in my needs because he was a professional postal carrier. Fred was a gold-plated example of what personalized service looked like. He became an inspiration in my speeches and seminars, and is a perfect metaphor for anyone who wants to achieve and excel in the 21st century.

Principle 1: Everyone makes a difference.

It doesn't matter what the dynamics are in your organization, an individual can still make a difference. An employee can choose to do his or her job in an extraordinary way, either because of, or in spite of, circumstances.

Think about it. Do you add to or take away from the experience of your customers and colleagues? Do you move your organization closer to or further from its goals? Do you perform your work in an ordinary way or do you execute it superbly? Do you lighten someone's burden, or add to it? Do you lift someone up, or put someone down?

Nobody can prevent you from choosing to be exceptional. The only question at the end of the day that matters is, "What kind of difference do you make?"

Fred Smith, now a distinguished author and business leader, has noted from his years of leadership experience that most people have a passion for significance.

What was Fred's difference? He set high standards for his job, no matter how boring it appeared. He chose his own attitude. Knowing you've done your best, independent of the support, acknowledgment or reward of others, is a key determinant in a fulfilling career.

Principle 2: Everything is built on relationships.

Fred knew about the power of connections. In fact, as a mailman, he made an effort to create connections and build relationships with the customers on his route. Indifferent people deliver impersonal service. Service becomes personalized when a relationship exists between the provider and the customer. Fred took time to get to his customers and understand their needs and preferences. And then he used that information to provide better service.

Fred is proof that, in any job or business, relationship building is the most important objective because the quality of the relationship differentiates the quality of the product or service. That's also why:

- Leaders succeed when they recognize the human nature of their employees.

- Technology succeeds when it recognizes the human nature of its users.

- Fred the postman still succeeds because he recognizes the human nature of his work.

Want more insight from Fred? Read PCT again tomorrow.

Source: Mark Sanborn is known internationally as "the high-content speaker who motivates." He presents 90-100 programs every year on leadership, team building, customer service and mastering change. He is president of Sanborn & Associates, Inc., an idea lab dedicated to developing leaders in business and in life. Sanborn is also the author or coauthor of nine books, including Teambuilt: Making Teamwork Work, Sanborn On Success, Best Practices In Customer Service and Meditations for the Road Warrior. He has created and appeared in 20 videos and numerous audio training programs, and he's a founding professor of MentorU.com, an internet-based knowledge transfer company.