By Christmas 2009, we had discovered the three keys of honesty, competence, and caring, but we had not shared them with anyone. JoAnn and I were still testing our discovery. We were very hush-hush about the whole thing. Each night we would talk about the day and relate almost everything we did to the three keys. We questioned, we argued, we examined, and we worried that it was just too simple or that something was missing.
That Christmas, we had a contest similar to the one three years earlier. Without hinting at what we were looking for, we asked each agent on the team to name five ways they put clients first. Again, none of their answers directly recommended honesty. None of their responses espoused the virtue of competence. While there was a lot of caring, no one said what caring was or why we should care. Again, the three keys were between the lines.