2.8.1.1: So what? Your organisation has no exclusive rights to the kind of service you're providing. So what is the problem? Cant you find an effective answer to tho growing competition? In that case this should be your target: why are we lagging behind? Is it because we don't dare to talk about it? Do we have a non interference culture? (Look at solution changing the organisational culture).

Or is it because it is very hard to realise that the organisation once so unique and much-needed gradually became just one among others. Especially for founders this reality can be almost unbearable.

If this is the case, do not rush into quality programs or something like that, but try to start a discussion in a safe and accepting atmosphere.

Look at solution 1B: reorientation of mission. Read change 4: strategic positioning.