Differentiation through the provision of services has been identified as a growing trend in the world of business. But are companies really prepared to serve? This article, originally of theoretical-reflective character, discusses the fundamentals of management services and shows how a simple concept can cause significant changes in the way of thinking and acting, both individually and organizationally. From the comprehension that serving is “conduct activities that provide benefits to those to whom we serve, attributes for the servant behavior are listed, through empirical research, which include responsibility, simplicity, renunciation, initiative, willingness to help, welfare practices and usefulness. From individual servant behavior, the concept is extended to a servant company, based on a servant strategy, which creates servant products, delivered through servant processes, in a servant culture environment, promoted continuously by servant leadership.