As The Memory Kit embarked upon a bold mission to transform the quality of life and quality of care for families confronting Alzheimer's and dementia, we found ourselves in uncharted waters, creating new technology and revolutionary products. I soon discovered that we needed a new set of values that were unique to the community we served, that would not just serve as guide rails, but also a springboard that would propel us, drive us, and inspire us every day. After much consideration, conversation, and soul-searching, we developed this new set of values: awareness, prevention, advocacy, compassion, and beauty. I have shared them here, along with an explanation for each, and welcome input and comments from any who would care to share. We are building The Memory Kit for you, so we'd like to know what you think.