Mike Wittenstein, author of The Art of Waiting, reminds retailers that customers now have the power to Tweet bad things when they are disgruntled. Accountability has reached the digital age.

Most businesses are focused on selling while most customers are focused on buying. There is a fundamental disconnect between the two parties. Mike sees businesses of the future designed to serve customers first so that greater profits flow from better service.

Mike also discussed the art and science of waiting—from Disney to Apple to Rain Forest Café. Mike explained waiting can serve different purposes. Regardless of the purpose, however, businesses need to rethink waiting.

Listen to the entire interview below: