Richie Pidanick was the Vice President of Culture and Values at Guitar Center. It was Richie’s job to train the company’s employees on the philosophy of what is most important to the corporate culture, namely customer service. Richie knew the culture and Guitar Center’s values as he lived them for 30 years. During his employment at Guitar Center, Richie witnessed the development of the small retail operation as it grew into the largest music store chain in the world. Yet, at the very heart of his passion for the industry was his desire to play drums and make people smile. He did both with ease!