David Woo, CEO of the Automatic Answer, sets high standards for his salespeople, but he lets them name the reward. When John Gurden hit his target of $125,000 in sales in one month, he asked the company to designate a "John Day" in his honor. Woo was happy to indulge him. "John Day" banners adorned the offices, and the staff answered the phone, "It is a good morning at the Automatic Answer, where today we are celebrating John Day." Woo even gave Gurden his office for the day. Later, at a catered lunch in his honor, the salesman was presented with a special photo album that let him take John Day with him forever.