Abstract
This article provides insight and practical application for how to improve patient satisfaction and loyalty through a vision with a corporate soul. This article shows from actual experience that the chief executive officer must set the vision for the organization. The vision is key to an organization's ability to win loyalty. Without a vision to become great, an organization will never fulfill its potential to best serve its community. Essential to the vision is developing a corporate soul that embraces the intangibles of the human spirit of sensing the needs of others through meaning, purpose, empathy, caring, and sharing. Although recognizing that the tangibles of revenue, expenses, patient volume, and profit margin are necessary, addressing the intangibles is critical to long-term sustainability.