Inititally, DeAngelis knew it was going to be a hard sell. It was going to be expensive (he says it's cost him 5 percent to 8 percent of his operating costs) and it was going to take a long time — years, probably. And people were going to fight him on it — not just the "rough and tumble" roofers, but the office folks, too, who were used to the old Ed, the one who was focused on productivity and not any of this touchy-feely stuff, the one who had turned their company into a business that worked on high-profile projects like the new Comcast tower and the Fashion District of Philadelphia.