If mediocre performance or results are acceptable at any level within your organization, this may be the most important book you will read this year. Lior Arussy explores and offers a solution to the root problem that keeps firms from delighting customers and inspiring superior performance and job satisfaction among employees. The "Excellence Myth" is a subtle yet pervasive mindset that undermines individual performance, erodes customer loyalty, and erases any competitive advantage a firm may enjoy or hope to gain. Arussys inspired (and inspiring) remedy is the "Daily Choice," a strategy that empowers employees to reach new heights of excellencecreating delightful customer experiences and achieving superior results from the bottom up.