In this article Bruce Simpson interviews Pierre Beaudoin about his company Bormbardier and how he changed the company’s culture and got them on the track to be more customer oriented. Initially Bormbardier was a company concentrated on engineering and manufacturing, and becoming number one in their industry. Making products directed toward their customers wasn’t even an after thought. In order to refocus his company toward being more customer based Beaudoin had to change their culture by creating company wide priorities and leadership skills. To achieve these new priorities and leadership skills he pushes goals geared toward them and teaches his employees to set their own goals.