second-largest hotel chain in the world. Throughout all of this business activity, Marriott’s success was always attributed to recognizing people’s needs, providing good customer service, paying exemplary attention to detail, and treating employees well. Marriott advised other business leaders to “take care of your people and they will take care of your customers.”4 Many Caregiver organizations are non-proﬁt cause- or charityrelated enterprises. The bottom line is helping the client group. Typically, management assumes that employees will do whatever it takes to meet client needs, often leading to burnout and, over time, demoralization and disengagement. In healthy Caregiver organizations, employees as well as clients are taken care of, so they are able to keep their enthusiasm for the work. As with hospitals, often the organization is highly bureaucratic, in part because people want to be certain that no harm is done. Therefore, policies and procedures need to be clear, new policies must be well studied over time, and staff must be well educated or well trained. Because the client group either is, or is envisioned as being, vulnerable, every effort is made to provide an atmosphere that seems solid, stable, and without undue surprises. Care is demonstrated not only by a warm smile or a touch of the hand, but also by a commitment to high standards of quality in every interaction. For the Caregiver, it is much more important to show you care by tangible actions than it is to mouth empty words. Put another way, it is not so much about saying you love the customer as about bringing him or her a warm blanket or a cup of tea. Aetna U.S. Healthcare says, “Lots of companies have a mission statement. How many have a mission? Our mission? Create better ways to reach out and help make sure people get the health care they need.” After identifying many of its initiatives, Aetna concludes, “Simply said, we’re putting our money ﬁrmly where our mission is.” Marketing to Caregivers As you might imagine, one of the least effective ways to market to Caregivers is to tell them straight out that you care. Doing so in the modern cynical world just raises the response “Tell me another one.” 4. Thaddeus Wawro, Radicals and Visionaries: Entrepreneurs Who Revolutionized the 20th Century (Irvine, CA: Entrepreneur Press, 2000), pp. 292–293.