Lots of good comments in the original post. I should just clarify a bit that, should you choose this path, you’ll be walking the razor’s edge between light and darkness, grasshopper. Tom’s comment and sourgrapes’ comment both illustrated the hazards of the dark side pretty well.
The dark side comes easily when you believe it’s all about you. If you haven’t read much here before, then this is probably a good time to note where I stand on the us vs. them issue ("them" being your staff, your customers, whomever). I say it’s all about them. I’m an absolute advocate of other-centered service. If that’s confusing, then try this: pay attention to what other people need and serve it up. I say pretty much the same thing in the beatitudes of customer service post (I’m actually pitching the beatitudes bit to my office at next month’s staff meeting–should be an interesting conversation).