In this conversation, Will Riley and Chad Westbrook discuss the concept of service identity and its importance in building a successful business. They explore how a company's identity is shaped by its employees and how it impacts the customer experience. They emphasize the need for a clear why and a strong culture to guide the service identity. They also discuss the challenges of implementing and maintaining a service model, including the importance of hiring the right people and protecting the culture.

• Service identity is shaped by the employees and the culture of a company.

• A clear why and a strong culture are essential in building a service identity.

• Implementing and maintaining a service model requires hiring the right people and protecting the culture.

• The customer experience is a reflection of a company's service identity.

• Defining and sharing the company's identity with the team is crucial for alignment and success.