Overview: Richard Mills provides proven methods to focus on the most important part of your company your culture. What the marketplace perceives of an organization is usually the products it produces or services that it provides. The outward image of the company is its brand. This is not bad but it is a shortcoming of what is completely "behind the veil". Currently, a vast majority of brand loyalty the link to a company and its culture and not just the product or service. It is the ability to leverage this loyalty and culture that will provide market strength and grow when it would otherwise not occur.