and kevin atkinson knows it, but to him, every recycling bin is actually an opportunity. >> i knew allng owns my own garbage company was something i always wanted to do. >> as the owner of texas pride disposal in texas, kevin said his brand like so many garbage companies has an image problem. >> it is 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. so he and his staff focus on their clients. >> the service we deliver and the customer experience behind it, that's all i have to offer. without a happy customer, i have nothing. >> 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. they are right most of the time, but there are certain instances where they push the boundary. >> this approach came to light after years of interacting with clients. >> they're not always 100% honest with us. they're just really trying to take advantage of th