The word value is often used to describe something rather vague and nebulous, a grandiose idea or ideal, a corporate ethic or philosophy. But when we use the word, we mean something very different-something very real, very concrete and very powerful. Values possess power, a phenomenal power-the power to energize a company for rapid growth in revenues and profits-and this is a power, which is fully available and accessible to every company. Like opportunities in the external environment, the only essential conditions are: you must be aware of their enormous potentials and you must really want to tap them.