It's like buying fruit. If you always buy Bananas from Banana Bob but for whatever reason his peels look great but the bananas all the sudden are always bruised... you will stop buying your bananas there. Your marketing is like the peel but the actual product and service you deliver is the banana itself. If your marketing is pitching a great peel but your employees aren't on the same page and are delivering a bruised banana you're flushing marketing dollars down the toilet and you're also making people not believe the message you put out there in the future. Having employees understand the WHY behind what you do and then having a brand message that aligns is very powerful. I wrote a similar blog post, oddly enough about an auto service center close to my house. http://ofthesea.com/advertising/front-lines/ Thanks for the great read. It hit the bullseye 100%.