Old Dominion Security Changing the conversation to shift  expectations and renew the experience.	These poster and direct mail examples are part of a comprehensive effort to refocus ODS as a value-adding partner in a business sector plagued with low expectations, downward wage-contract pressure and high officer churn.	After depth interviews with employees and clients, we threw out the tired idea that "it's not personal, it's just business." Turns out that care, taken seriously and operationalized, motivates employees, and clients, to give more.