. >> people hate their garbage, and kevin atkinson snows it. >> i knew all along that owning my own garbage collection company is something i always wanted to do. >> as part of texas pride disposal, he says his brand like so many others have an imak problem. >> it is tough to garner respect for what we do. as long as it goes away, people don't think about it. >> he needed a strategy to fight this perception, so he and his staff focus on their can clients. >> without a happy customer, i have nothing. >> it is all about the customer. if they're not happy, we're not happy. >> but there is one part of the texas pride service philosophy that may leave some small business owners scratching their heads. >> they're not always right. they are most of the time, but certain instances they approach the boundaries. >> they're not always 100% honest with us. they're just really trying to take advantage of the system. and if it's garbage, people just want it to go away. >> we'll get someone out there, just leave it out there. >> so every time a call or e-mail comes in, kevin is curious about the nature of

. >> people hate their garbage, and kevin atkinson knows it. but to him, every trash can or recycling bin is actually an opportunity. >> i knew all along owning my own garbage collection company was something i truly wanted to do. >> as the owner of texas pride disposal, kevin says his brand, like so many other garbage companies, has an image problem. >> it's very tough to garner respect for what we do. this is an industry where people, as long as it goes away, people don't think about it. >> kevin needed a strategy to fight this negative perception. and so he and his staff focused on their clients. >> the service we deliver and the customer experience behind that, that's all i have to offer. without a happy customer i have nothing. >> it is about the customer. because if they're not happy, nobody's happy. we've got to impress these phonings in order to start to grow this business. >> but there's one part of the texas pride service philosophy that may leave some small business owners scratching their heads. >> the customer is not always right.

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