1. To elevate the lives of others.
Why?
Because it is the shortest path to happiness, and the surest way of elevating one's own.
2. To provide a simple and practical model for businesses to grow organically.
Why?
Because it gives 'sustainable' a heart and hence life. And it's crucial that in promoting and encouraging sustainability, it is more than a mere platitude.
3. To give the children an inheritance that cannot be quantified by any currency.
Why?
Because with a means to create strong core beliefs of love, being enough and valued as they are right now, we adults are fostering a strong spirit for a strong next-generation.