- That you have only this life to live as the person you are now and we owe it to ourselves to do all that we can to make it the life we want to live.
- In sustainability. We, and the world around us, aren’t there yet fully, but we will take the sustainable road whenever we can.
- In magic. We realize that not everyone joins us in that <one of us, one of us> and there’s no need for it. But because we do, we add our magic to the earth’s magic with everything that we make.
- In good products. Duh. Life is too short for crappy stuff.
- In you. Everybody has the potential to be a shining star. Sometimes it takes a lot of work to clean the gunk off, but it’s about the journey, after all not the destination.