It's also going to be very important to make sure that the employees understand the value of the offering so that they can talk about it and help customers understand it. One of the things that this implies is that we make sure that our employees are working with a product or service that they can believe in – in other words, what we find difficult is a situation where once employees understand the product, they have difficulty believing in it because they don't believe it's really best for the customers. We have to have products and services that take the customer's point of view and that in the long run are good for our customers and perform for customers in ways that we'd want those services to perform for us if we were the customers. So, offering great products and services is the first step. Then we can start talking to the employees about how to make it happen.
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