“The Unexpected” posits a new theory about the relationship between service and customer loyalty, as well as how to execute it. Four elements comprise The Unexpected: It is memorable, distinguishable, viral, and profitable. Delivering The Unexpected starts at the top of an organization and requires senior executive buy-in. It is executed at ground level and requires empowerment of employees at all levels of an organization. The Unexpected does not have to be costly, and relies more upon creativity, innovation and training team members to see – and act upon – opportunities when they present themselves. Finally, it can be delivered by any organization in any industry and of any size. “The Unexpected” is designed for entrepreneurs and business owners; senior executives; educational professionals; and front-line service employees. The book is written by Howard Brodsky, co-founder and co-CEO of CCA Global Partners, a $10 billion privately held organization; and Dustin S. Klein, publisher of Smart Business magazine and co-author of the Amazon #1 bestseller, “The Benevolent Dictator”.