I'm genuinely mentally obsessed about customer service. When things go wrong (and they do, it's only natural) I painstakingly pull them apart to make sure we know why things went wrong, at what part they went wrong and how we can stop or at least spot in advance the possibility of things going wrong that way again.
I've driven customer service to be the number one thing about all customer interactions with my company. I don't just want my customer to be happy, I want them to be backflipping in the streets happy. It's a high goal to aim for, but I feel it's an area we can strongly compete in.
The other two areas I'm passionate about are customer acquisition and retention. I push our sales team to provide more handholding and pre-sales support for a service company than similar companies we compete with - again, this is a customer service thing and for us service starts at the point of contact, not when the invoice gets paid (which usually comes at the end in my line of work).
Don't get me wrong, the author wrote what works for them, but I felt a lot of the things (like "Work only with the best people") are quite harmful, you're not always going to have the option for the best people, and they're not always the people that work best. Likewise the "be on a purposeful mission" sounds insincere to me. Sure, you might want to do something you enjoy, but not everyone needs to be on a mission to save the world through a photo sharing service.