For over a decade, our passion has been to perfect each client's experience. We thought to ourselves, "What would the client say about us?" They would probably say they enjoyed the process, they love the relationships, and that we exceeded their expectations. We then said, "What culture do we have to create to ensure this?" The answer: the perfect balance between value creation and likeability; one without the other is not effective. Our hiring procedures, weekly meetings, and decision making process must be based on culture.