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Whether you’re in the business world, military, sports, or even government, you’ve read, heard, seen, etc. many opinions on the importance of attitude in performance. While a few authors may downplay attitude as a primary driver of performance, many more believe it is the key ingredient in high production. There are reasons for this strong belief.

World famous statesman Winston Churchill put this issue in wonderful and simple perspective when he said, “Attitude is a little thing that makes a big difference.”

Understand that attitude will always make a big difference – for better or worse. A poor attitude will make the same level of difference as a good attitude. However, your customers, your company, and you will not be pleased with the effect. Your attitude will affect your performance, whether you want it to or not.

Even the simplest, most neutral statements you make will create judgments – conscious or subconscious – by listeners. A speaker’s attitude will affect the listener, positively or negatively, just as strongly as the spoken words. In a customer service environment, even delivering bad news can generate a positive customer response if you have a great attitude, displaying empathy, concern, and interest in the customer’s feelings.

If you’re convinced that attitude rules, you might become a “positive attitude guru” if you use some of the following tips and practice your delivery until it becomes automatic. Here are some suggestions that you can use starting tomorrow.