The greatest organizations on the planet care about the work they do, the products they create, and the services they provide. Apple cared about the work they were doing and the products they were creating, and in turn their customers cared about them. To build a winning team it is essential to build a culture of caring. To build a culture of caring leaders should find ways to extend themselves to others and serve them. They should never underestimate the importance of making time to make someone feel special. An important decision a leader must make is whether he/she will be transactional or transformational. Great leaders invest so much in their team members that they earn the right to challenge them and help them accomplish more than they ever thought possible. One of the great benefits of caring, besides developing great relationships with a team, is that it is contagious.