The software engineers responsible for redesigning their service against customer demand went to Paris to receive a prize from head office.

Head office people had been impressed: customer satisfaction was up, staff morale was up and revenue was up.

Because it was an important day out, the engineers wore suits. When they had completed their presentation, they were asked: ‘But how did you get them to do it?’, ‘How did you get the most technical engineers to pick up the phone?’

The reply was, ‘you don’t understand, they is us’.