| | Excellence and authentic integrity reflected in our actions and our reputation. |
| | Idea and implementation leadership in "lifework services" for individual entrepreneurs. |
| | Ownership and personal application of the firm's work and concepts by its principals. |
| | Commitment to gracious, straightforward and proactive communication. |
| | Determination to honor all people involved with the firm. |
| | Maximize return on resources invested by all stakeholders in the firm. |