At the heart of the model in Exhibit 3 is a firm's shared mindset. Shared mindset represents the extent to which customers and employees share a common perception of the firm's ends and means. Shared mindset exists inside an organization when employees are aware of, accept, and act on the key values of a firm. Shared mindset exists outside the organization when customers and/or suppliers are aware of, accept, and act on the key values of a firm. The firm's shared mindset is the heart of Exhibit 3. It is the keystone of creating unity between strategic and organizational capabilities. The shared mindset is translated to customers through strategic architecture and strategic intent. It also needs to be translated to employees.