Jack Nicholson: I’d like a plain omelette, no potatoes - tomatoes instead - a cup of coffee, and some toast.
Waitress: (Points to wording on menu) No Substitutions.

Jack Nicholson: (Still polite. Softly spoken.) What…you mean you don’t have any tomatoes?
Waitress: (Irritated) Only what’s on the menu. You can have a Number 2: A plain omelette. Comes with cottage fries and rolls.

Jack Nicholson: (Still polite) I know what it comes with. But, it’s not what I want.
Waitress: I’ll come back when you’ve made up your mind.

Jack Nicholson: (Still polite…but determined) Just a minute: I HAVE made up my mind. I’d like a plain omelette with no potatoes on the plate, a cup of coffee and a side order of wheat toast.
Waitress: I’m sorry, we don’t have any side orders of toast. You can have a roll.

Jack Nicholson: (Turns full attention to waitress. Still speaks quietly.) What do you mean, you don’t make side orders of toast? You make sandwiches don’t you?
Waitress: (Hand on hip) Would you like to talk to the manager?

Jack Nicholson: (Sighs) You’ve got bread? And a toaster of some kind?
Waitress: (Exasperated. BOTH hands on hips now. Voice raised) I don’t make the rules!

Jack Nicholson: (Still calm. Talks slow) OK…I’ll make it as easy for you as I can. I’d like an omelette. Plain. And a chicken salad sandwich on wheat toast. No mayonnaise. No butter. No lettuce. And a cup of coffee.
Waitress: (Writes down. Repeats back) A Number 2. And a chicken salad sandwich…Hold the butter, the lettuce and the mayonnaise.

Jack Nicholson: (Smiles) …and a cup of coffee…
Waitress: (Raises one eyebrow. Happy now the customer has kow-towed) Anything else?
Jack Nicholson: Yes. Now all you have to do is hold the chicken. Bring me the toast. Bring me a check for a chicken salad sandwich. And then you haven’t broken any rules.

(Diner scene from the movie Five Easy Pieces.)

And the point is:
Your business used to be a monologue in which you delivered a standard product or service. The customer had very little say. Now your business is a dialogue in which the customer says exactly what they want from you. The difference is that a dialogue recognizes the power of the other person. Are you listening? If you fail to acknowledge their power, they’ll flash their teeth at you. Don’t mistake it for a smile…