The code of conduct and, indeed, the objectives for each employee are designed to be multi-faceted. You are going to look at several dimensions because, ultimately, culture is sort of a very rich concept. You have to look at a number of dimensions of culture. Sales may be part of that, but there's also going to be consumer feedback. You have to make sure that client feedback and other factors are incorporated into your objectives.
These are growing, robust businesses. You're looking at issues, potentially, around staff leadership, mentorship, and community engagement. It really depends on the position you have. Ultimately, you're trying to bring together a number of dimensions that help reinforce the culture you're trying to build and embody it in the relationship you have with your staff.