https://s3-euw1-ap-pe-df-pch-content-public-u.s3.eu-west-1.amazonaws.com/9780429436932/92817dac-6032-4b4e-b967-bf34e2e38497/content/unfig7_2.tif"/>Now that we’ve discussed a general framework for what all customers want – the peak services model – it’s time to get specific. Because the customers who use your company’s services aren’t ‘generic’ customers, they’re individual human beings, with different wants, needs, and requirements for each of the three peak service elements. For instance, ‘when they want it’ (on-time delivery) may mean on-the-dot, exactly at 10:00 am to one customer, anytime between 9:45 am and 10:15 am to another, and never before 10 am to yet another. Often, as organizations, we tell our customers what our definition of something like on-time delivery is, because we tell ourselves it’s impossible to be able to meet each customer’s individual needs. ‘There’s too many of them! We can’t satisfy everyone … it would simply take too much time … and be too difficult for us.’ However, is it really impossible? Not if we stop telling ourselves what we ‘can’t’ do, and start using our creativity and Lean principles, practices, and tools to figure out how we can.