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One of IBM's three Basic Beliefs in the late 20th century was to provide the "best possible service to our customers." Former Chairman Thomas J. Watson, Jr., reminisced about that concept and a related IBM newspaper advertisement when he said in 1993: "That idea of service was so ingrained in every one of us that there wasn't any of us who wouldn't jump out of bed to go try and pacify a customer or get out a payroll account or anything else. As you get old you tend to take everybody's good ideas that they whisper to you and think you concocted it yourself. But whoever's idea it was, it was a great ad. It was a full-page ad in most newspapers in America and it just said: 'IBM Means Service' " Another former IBM Chairman, Louis V. Gerstner, Jr., said of Tom Watson a short time later: "Perhaps the most important legacy of his leadership can be summed up in just three words: 'IBM means service.'" Here is the celebrated ad as published in the New York Daily Mirror on January 4, 1949.
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