To grow or not to grow, that is the dilemma. Many companies are often faced with this challenging decision. The consequences of this decision may be the overall success or failure of the organization. Change is often necessary to create opportunities for growth and profitability. In fact, change is required for companies looking to grow the business (Andersen, 2005). Such changes may include modifying the existing culture of the organization and the company's leadership philosophy. McShane and Von Glinow (2004) define organizational culture as the set of core values, beliefs and behaviors shared by the members of an organization. Culture determines how formal or informal an office is, how much emphasis is placed on rules and regulations, how approachable senior management is, how problems are tackled and successes shared, etc. It is important, particularly in times of change, for companies to have a clear sense of who they are, what they stand for and what behaviors their people must exhibit for the organization to be successful. Having a clear vision has a positive impact on the organization and its employees. Having a strong sense of who the company is and what it stands for promotes an environment where people demonstrate a commitment to the company's core values, such as providing excellent customer service, being dedicated to quality, acting with integrity, and showing respect for each other. These values keep the company on course, regardless of the changes and challenges that are faced. Core values enable the company to not just weather the difficult times, but to come through them an even stronger organization. This paper explores the challenges and opportunities faced by Gene One and identifies end state goals used to measure success. It will show the benefits ...