Golden Rule Business
The beautiful thing about anything, idea, value, fact, lie or rejection by others is that you can disagree with all of them. Nothing can really be forced. I suppose you could argue that the only thing certain are death and taxes, and you'd have a point, but for the most part no one is holding a gun to your head making you believe or do something you don't want to believe or do.
Now if you don't go to work you won't get paid, and if you don't get paid you can't pay rent or your mortgage, and eventually you'll be kicked out of where you live. Actions have consequences good and bad. What you do matters, and in some sense you are "forced" to do some things.
The Golden Rules implies this. If I hit you on the head likely hood is that you'll hit me back. If I give bad customer service then I'm assuming the customer will not respond in gratitude.
In our consumer society The Golden Rule is more important than ever. We've never had the number of choices from retailers or service providers in history than we have now, so I want to encourage all of us to do unto our customers the way we want to be treated as customers, and I think the world will become a better place.