To engage in the relentless pursuit of real, uncontrived beauty, in every form.
To illustrate that beauty is everywhere, even (and sometimes especially)

in the most unlikely places.
In so doing, to work tirelessly to counter negativity, violence, discrimination and desperation,
and join forces with those who celebrate positivity, peace, kindness and joy.
To convince the skeptical of their uncommon beauty, 
and to create tools for helping the weary see the beauty in their own lives.
To provide hard, irrefutable evidence that there is good in the world,
and to be fiercely dedicated to showing how beautiful our planet really is,
one image at a time.