You have achieved excellence in customer experience. You recognize that complacency can rapidly erode your leadership position. Being an overachiever, you want to create distance between your leadership position and the rest of the industry. The obvious just doesn't do it anymore. How do I get the heart and soul of the organization to be service to others, a belief system, a community that believes in serving others as a fundamental truth? How does it become a strategic imperative, a working reality, an organic self-sustaining culture that generates results for customers, employees and owners, the new CEO? Why are we not getting the results that we projected or expected?