In December 1983, United Van Lines World Headquarters, under the guidance of President Bob Baer, introduced the first of a series of activities designed to demonstrate the corporation's "commitment to excellence" . . . to the provision of quality service by motivating employee’s at all levels to excel in their particular jobs.

In recent years, "excellence" has become a fashionable temporary pastime in many organizations, triggered by a number of best-sellers on the subject. United's commitment has been consistently envisioned as long-term and has been more "home-grown" - tailored to the specific needs of the worldwide mover which, in 1989, had revenues of over $750 million and today ranks as the 31st largest transportation company of any mode in the nation.