Fast Company on Joey Parsons, the man who made "Providing Fanatical Support" the mantra at Rackspace: "Bryce started with a few simple rules: Criticizing a customer is a firing offense. Be reliable. No news is not good news--communicate frequently with customers. Look for ways to exceed expectations and make customers say 'wow.' Remove hassles--make it easy for customers to do business with Rackspace. A few months later, the very first gift--a basket of sausages and chocolates--arrived from a customer. 'It was a simple gift basket, but it convinced everyone that David was right,' Yoo says."