Service can be an elusive concept. What is the essence of The Ritz-Carlton experience? What is The Ritz-Carlton selling? 2. How does The Ritz-Carlton create Ladies and Gentleman in only 7 days? 3. In what may be a first for the hospitality industry, Brian Collins, hotel owner, has asked James McBride, Ritz-Carlton general manager, to lengthen the amount of time spent training hotel employees before hotel opening. Should McBride lengthen the 7 Day Countdown? 4. Or, is this time that McBride should consider a total overhaul of the hotel opening process? If yes, what should he change, and how should he go about doing it? Whats different about experimenting in a service business?