When you look at who must buy into this concept - executives, employee staff members, vendors, customers – really everyone on your team needs to buy into this. Customers are bought in on their own. They have their own cultural approaches that they may or may not be aware of but that is not their business to do this. It is really yours as the executives, the staff members, and down on through to vendors. So it is important that they buy into this concept and that they get good at these skills, however it is to varying degrees.