Every creature, every person, every organization has to do things that are useful to itself and to others - to create value - if it is to make a living
Value is less "objective" than "subjective"- it primarily resides in the perceptions and mind of those who recognize that they experience something valuable to them
We create value mainly out of our transactions and relationships with others, based on what we offer and how it is received
We "keep on keeping on" when we capture (or earn) a sustainable portion of the economic results that flow from the value we create
As an organization, we create value in lots of ways above and beyond what we make and sell
To build the value of our enterprise, we start with a rich understanding of what we do to create value for others
