Over the last two years I have been invited on numerous occasions to speak on "Success by Design" to the graduate service marketing class at Pepperdine University's George L. Graziadio Graduate School of Business. The reason I am invited to speak is that the class semester project sometimes is the development of a plan for a day spa . Always it is a valuable learning experience and an opportunity for me to get reactions and feedback from an exceptional pool of business professionals and leaders in their individual industries.