"The business world is largely focused on the what of the strategy — new products, new propositions, new markets — and pays far less attention to how a business runs its teams and companies. In our experience, the difference in the how offers the greatest opportunity to drive transformation and accelerated growth. So, although I do describe the what of our strategy, because it did play a part in the transformation, I speak much more about the how, which is really the most interesting and valuable part of our story.

We call the how approach Employees First, Customers Second, or EFCS. The conventional wisdom, of course, says that companies must always put the customer first. In any services business, however, the true value is created in the interface between the customer and the employee. So, by putting employees first, you can bring about fundamental change in the way a company creates and delivers unique value for its customers and differentiates itself from its competitors. Through a combination of engaged employees and accountable management, a company can create extraordinary value for itself, its customer, and the individuals involved in both companies.

Thus, when a company puts its employees first, the customer actually does ultimately come first and gains the greatest benefit, but in a far more transformative way than through traditional "customer care" programs and the like."