While there is a great deal of discussion about culture change, creating a positive, individualized, and successful culture is not easy. This article is not about culture change, but of culture creation. The Alois Alzheimer Center opened in May of 1987 as the first free-standing facility dedicated to Alzheimer's disease and dementia in the United States. The article shares the creation of an organization-wide culture—a way of life—and how the staff came together collectively as peers and friends to create a vision for the future. Together, we made that dream come true, developing the model SERVICE.