Secret Service is one of the few business books (that is not a narrative case study) that is actually enjoyable to read. John Dijulius, owner of John Robert's Hair Studio & Spa, comments on how his business and many others see customer service not as a necessary evil but as integral to (if not entirely) their product. While the hair and spa industry is primarily a service industry, Dijulius goes far beyond, dealing with how retail and even distribution companies can better serve their customers and the rewards that those who do will reap. His examples include some of the more obvious ones practitioners as Southwest Airlines and Nordstrom's as well as a number of lesser-known businesses from a variety of industries. In many cases, he highlights businesses that he has had personal experience with, thus illustrating how a satisfied customer can be much more profitable than any marketing that you can buy