I recently had eye surgery that required me to sleep on my back for two weeks following the operation. I have always slept on my side, ever since I was a kid. My back-sleeping attempts are so challenging, I am never able to nap on those United States to Europe flights. I usually end up burning a gazillion frequent flyer points to get a pricey seat that reclines to a flatbed—just so I can turn on my side!

It made me think about the many times we make customers break their routines of comfort in order to be served the way we want to serve them. When my family recently organized my mother’s 102nd birthday party, the restaurant bluntly told us we could not move tables together, or have simple table decorations, and if we wanted to have ice cream with the decorated birthday cake we brought, we had to buy a case of 48 cups in advance. We had only half that many family members at her party.

One more thing: We had to either all order from the menu, or all go through their buffet. Try getting an eight-year-old to select roast beef in gravy, cauliflower, and mashed potatoes from the buffet when there are chicken tenders, mac and cheese, and French fries on the kid’s menu! Their rules trumped our comfort and enjoyment.

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