Our theatre training and work xperience has taught us that all human beings like to be entertained, sharing expectations as the lights go down and the curtain goes up ready for the start of the show.

But every audience member is an individual; their expectations individual and diverse. A director's cleverest trick is to elicit the same reactions in every audience member at the same time.

He has to train and motivate his performers to deliver their lines with a freshness that belies the repeated practicing of their delivery: making something unique become habitual. We never forget that for each member of a TALENT LAB audience at one of our events that it is their first time.

The cleverest trick for service companies to learn is showing their brand performers how to recreate unique moments of enjoyment for their own audiences. A service brand company has to learn that, like a show, their audience should experience the good performance, not see the effort involved in delivering it.

Good service is rarely noted, unlike bad or rude service. But the reward is seen at the box office of those successful companies which have delivered a great experience for their audience.