Libraries must deliver on the frontier of customer driven services to keep relevant to 21st century needs. In the process many are developing unique and distinctive cultures that are often brand-built, and that have achieved considerable success. Based on a set of interviews with senior library directors who have developed progressive facilities and services, this challenging book considers the future of the library. It draws valuable lessons and insights from the perceptions of the individuals concerned about what makes their information services different. In a number of cases these services are groundbreaking, or defy the more conventional wisdom. Derek Law seeks to discover how such innovative processes are put into place: what are the interviewees' core principles and practices? How do they build a profile from within the organization? Is there a distinctive, all-pervading strategy? How do they hire the right people, and motivate staff to deliver successful service? Are employees empowered to make decisions, and how is customer satisfaction measured? The book concludes with an attempt to synthesize some of the commonality of views expressed by the interviewees, and to paint a picture of what the 21st century library may and should look like. Above all there is a perceived need for something of a shift from content to services in the effort to meet the information needs of the future.