ABSTRACT
The exception, the comparatively rare service institution that is effective, matters as much as the great majority, which achieve mostly procedures. The exception provides the lessons. It shows that effectiveness in the service institution is achievable – though by no means easy. It shows what different service institutions can do and need to do. It shows limitations and pitfalls. But it also shows that the service-institution managers can do unpopular 142and highly controversial things if only they face up to the risk-taking decision as to what the business of the institution is, will be, and should be.
