Employees were then ushered into the lobby—it was colorfully decorated with informational booths representing each department. Each booth was staffed by a representative of a department. All employees were required to visit each booth and learn what that department did. To cap off the event, there was a celebration, much like the awards ceremony for Joe’s daughter’s JV team. Each department was recognized for its contribution to the success of the company. Smiles were everywhere, energy was sky-high. He overheard employees talking. One word rose above the rest—over and over. But it was a different word than before. Joe addressed the group, “Thank you all for your dedication. For too long, we tried to create who we are. We needed to discover who we are and put all efforts behind that. We’ve now discovered who we are—this will simplify our efforts and lives. It will also amplify our success together. I know that we’ll make a few mistakes along the way, but when you have passion, you don’t need perfection. Two months ago, all I heard was one word, ‘why?’ Today, all I’m hearing is ‘wow.’” Joe’s Umbrellas Inward Marketing Event became an annual tradition. The next year, dealers and vendors were invited to participate and learn, too. All new employees were indoctrinated with Joe’s 101 to start them off on the right foot. They constantly communicated with employees so that they could avoid the “void.” The new, focused, clari昀椀ed message was then unveiled to the customers via new product, advertising and promotions. It was a hit with customers and the envy of his competition. The passion was back, and Joe’s Umbrellas had gone from Why to Wow! 17