Introduction The Bay Area Medical Center developed an array of issues that started internally that resulted in the medical staff$$s lack of trust for the leading administration. Unfortunately, it reflected in the delivery of BAMC$$s product and services. Negative feedback from the staff, customers, media and county board was a direct result of the lack of trust the personnel had in the company and the lack of self$-$awareness the company had of their performance. The company was not connecting to the community and therefore could not operate at the standard needed to meet the needs of the community. Once BAMC stopped meeting community needs, it made it easy for competition to take advantage of the opportunity.