Envisaged as a self-help book, one that has action points, this book offers suggestions for activities the reader may actually practice. Chapters include a look at the Cumberlege Report - including a summary of the main points and how it will impact on the business of midwifery - a look at the basics of customer care, the image of the midwife - projecting yourself as a professional carer, your self-image, how others see you, managing expectations - and planning, setting standards, measuring, feedback, handling complaints and formulating your own set of rules for success. The book also looks at being positive, reading and keeping in touch with positive ideas, and the skills of listening and respect to others.