He calls his philosophy “Reaction Management.” Jon shows how any service provider is really in the business of creating a reaction in each person interacting with the business. It is about the business experience-how the business makes others feel when they interact with the business. Make people feel good and they will want to do business with you. Creating a positive reaction and experience gets the business away from competing on price and on the path to loyal customers, vendors, and referral sources. This how-to manual sets forth the practical steps a business needs to take. It doesn’t teach pure theory, but how to apply if for instant results.