Building a retail brand takes leadership, strong first impressions, outstanding customer service, and a willingness to take risks, keynote speaker Michael Fortino told the opening luncheon of the American Gem Society Conclave in Hollywood, Calif. Fortino, a top national business speaker and trainer, urged jewelers to take chances and never settle in their quest for greatness. "Good is the enemy of great," he said. "The vast majority of organizations never become great precisely because they become quite good." Improving customer service is instrumental to greatness in the retail world, he said. Outstanding customer service comes from remembering that every customer matters and that first impressions count. He cited the importance that an enormous company like Wal-Mart places on having greeters at every entrance. "Smile," he said, simply. "Their first impression may be your last."