We believe that the agency business is more of a people business now than it ever was. Quality of relationships is key, and we believe that quality relationships result from a focus on meeting needs. And, as the illustration on page 30 depicts, we propose that common to these factors is a focus on needs. While this culture may appear to be idealistic and unattainable, it is not. It is attainable because most people are, by nature, compassionate and caring.
Most people find it pleasurable to help others.
So the challenge is to create the environment, the culture, in which this basic human instinct can flourish. The first step in creating the culture is to engage the entire agency in the process. Generate enthusiasm for working together to build the culture. Engage everyone in defining the values that will guide their actions and behaviors, values that are shared by everyone. Then give everyone simple tools and techniques to help them become skilled at living their shared values.