There are other companies in the outsourcing business who can offer equipment, supplies, and people. Our only differentiator is the kind of community we are. That's why we've got to create an organization where everyone has a lot of knowledge of the business. You start by changing how you think about the organization. We've grown up in an old-fashioned corporation that's organized functionally.
People think of that kind of a company as a machine.
It's mechanistic, reductionistic language. It tells people they're just cogs in the machine. I think of our organization as a dynamic, living system, like an environment. You can't treat a natural system like a machine. All you can do is create experiences that disturb a natural system, and then it decides how to respond.