Brent Medder's has over 700 employees in his Dominos franchise, so getting everyone on the same page can be quite difficult. In their company, they do not use the word "customer," but rather "friend." How do you get that many people to be bought into the culture you're building? You first have to talk about what the change is that you're implementing, and follow that up with WHY. Why is important? Why is this in place? Brent has an amazing take on this process, and talks about it in this episode.