Business leaders everywhere are concerned about establishing the proper culture. The
reality, however, is that too many organizations believe they can change culture from inside the organization when culture actually emanates from the client. Consider the idea that when we think only of ourselves and fulfilling our immediate needs, we betray ambition. When we hitch our wagon to something larger than ourselves, we start to realize our true potential.

Culture begins and ends with the communities we serve. Putting service at the core of your company is not a new idea. What is new is our understanding of service versus traditional business models. Service means addressing the needs of our customers and when we do this well, everything else falls into place. The traditional approach to service — where we are trying hard to get what we want — creates disconnection. There is a clear giver and a clear receiver. One gets to feel good about giving something and the other is expected to feel grateful for this act of service.

A much wider view of service is emerging amidst new business practices. Great marketers are looking beyond their own internal needs and toward a deeper purpose of making a difference. Whatever you call this level of service, we believe it is the cornerstone to the kind of culture that is sustainable and enriching. In turn, it extends out into broader circles that include all those who come in contact with our products or services directly or indirectly.

We should all be committed to a culture of service that centers around our customers and our communities.