A small service firm approach to assist instructors and departments improve the quality of instruction at the University of Washington is discussed. Attention is directed to basic assumptions underlying the instructional development program at the University's Center for Instructional Development and Research (CIDR). One assumption is that an effective instructional faculty and development program must reflect the culture and values of the institution. A second assumption about the instructional and faculty development program is that it should be applied to the problems that faculty encounter in their daily teaching lives. A discipline-specific philosophy is followed to assist departments in their efforts. CIDR analyzes instructional needs, provides alternatives, assists with implementation strategies, and assesses results. Viewing CIDR as a small service firm led to the following ideas about its functions: to meet the needs of clients, to provide quality encounters between CIDR staff and instructors, to establish high visibility, and to monitor client satisfaction. (SW)