Great organizations become great because the people inside the organization feel protected. Strong company cultures create a sense of belonging, people trust working where their bosses, colleagues and the organization as a whole will look out for them. Workers in turn embrace and defend the goals of the organization as a whole.

Though renowned for its focus on customer service, Southwest Airlines does not believe customers are always right, does not tolerate customers who abuse their staff, and would prefer abusive customers fly on a different airline. One of the best customer service companies in this country focuses on its employees before its customers. 

The trust between management and employees is what produces great customer service. Trust is a prerequisite for sharing an organization's values and beliefs. Without trust employees are probably only working for self-gain without consideration of the greater good. But, if there is trust, the opportunity to "go the extra mile," to explore, to invent, to innovate, to advance and, more importantly, to do so again and again and again, increases dramatically. Organizations can become great when there is mutual trust.