I’m working in the City and West End of London the next 2 days, with dental practices that exist in a world very different from the rest of the UK. The big city lifestyle – everyone rushing about, nobody making eye contact, prices much higher and customer service a rarity. And yet the principles we espouse in The Dental Business School still hold good – 80% understanding people (even busy people), 20% clinical and operational skill. You would think that offering cosmetic dentistry to city-slickers (who are just being paid their biggest bonuses since 9/11) would be a walk-over. It is not. They expect world-class customer service, they can shop around – and they do misbehave on a regular business. James Goolnik has built a world-class practice here – and I’m proud to call him a client.