When I conducted my first workshop in England in 1992, I vividly remember discussing the topic of organizational image. I asked participants how long their organizations had been operating in the community. When one response was "since the Crusades," I knew I wasn't in Kansas anymore! Even by British standards, St. John Ambulance has a remarkable history. Today it is a modern health care organization with members in over 40 countries worldwide. Its roots are in the Order of the Hospital of St. John of Jerusalem, confirmed in 1113. Over the centuries, through the involvement of clergy, medical practitioners, and legions of volunteers, St. John Ambulance has faced the challenge of balancing progress with tradition, the past and the future.