1. We believe in faithfulness. We will never take back a promise made to our distributors without their permission. Even if it means the demise of the company.

2. We believe in counsel. We will do for ourselves in those areas where we have expertise. What we are not expert in, we will outsource to experts. As we grow and develop expertise in additional areas, many of the things that were initially outsourced will be brought in-house.

3. We believe in service. We will teach, preach and live the principles of servant-based leadership. From the top to the bottom of this organization.

4. We believe in authority. We will obey all the (godly) laws of the lands in which we do business.

5. We believe in honesty. We will always tell the truth. Even if it is painful.

6. We believe in caring. We will always be our brother's keeper.

7. We believe in God. We will welcome all the children of Abraham, Father of all The Faithful. For we recognize none of his children have a monopoly on all Truth.

8. We believe in unity. We will recognize that believers in God have a common enemy called secular atheistic humanism (declared to be a religion by the US Supreme Court in 1961). And that this common enemy poses an equal existential threat to Christians, Muslims, Jews, Hindus, Buddhists and others around the world. And that the only way to defeat our common enemy is for believers in God to stop fighting amongst themselves and instead unite against our common enemy.

9. We believe in evangelism. We will preach the Good News. The purpose of this company is more than merely making a profit. It is also to spread the Light of The Gospel of Truth around the world.

10. We believe in humility. We will be humble. For there is no one good but God. And the purest in heart know this best.

11. We believe in prayer. We will pray. To God. On our conference calls. At our meetings. And with our customers, with our distributors, with our home-office employees and with our prospects for all of the above.

12. We believe in listening. We will listen. To God. And to our customers, to our distributors, to our home-office employees and to our prospects for all of the above.

13. We believe in family. We will support and promote the God-ordained structure of the family. For we ourselves are a Global Family. And always will be run as such with firm but loving parents. And not as some cold-hearted only bottom-line driven corporation.

14. We believe in priorities. We will set our priorities in order. God first; family second; and business third.

15. We believe in the saying: "all that glitters is not gold." We will only have entertainment at company sponsored events fit to take your children and your grandchildren to experience. No gaudy luxury cars. Our car program will be modest, using the "Love Bug" with the Pure Hearts logo emblazoned on the side. And our company sponsored incentive trips will be spiritual in nature, such as an annual incentive trip to the Holy Lands. Crass materialism, greed and corruption are not allowed here. We are the "anti-MLM" MLM.

16. We believe in questions. We will ask questions. When was the last time that you heard your MLM CEO quote a Scripture? When was the last time that you heard your MLM CEO pray? When was the last time you heard someone pray at the beginning or end of your MLM-company-supported conference calls? When was the last time you saw someone pray at the beginning or end of your MLM-company-supported-meetings? When was the last time your MLM company VIOLATED your Godly governing  values? What SPECIFIC things does your MLM company do to SUPPORT your Godly governing values? When was the last time your MLM company SUPPORTED your Godly governing values in any way, shape or form?  If your MLM company was indicted for being Godly, would there be enough EVIDENCE to convict?! WHY do you think it is that your MLM company doesn't have the COURAGE to stand up for and make a witness for God?! WHY are you choosing to follow such a MLM company,  IF you even still are by now?! Do you not understand that by NOT supporting the ONE company in the MLM marketplace that DOES support your Godly governing values, namely, Pure Hearts International, you are actually attacking your own Godly governing values?! Likewise, do you not understand that by SUPPORTING the ONE company in the MLM marketplace that DOES support your Godly governing values, namely, Pure Hearts International, you ARE supporting your own Godly governing values and putting MARKETPLACE PRESSURE on other MLM companies to also support your own Godly governing values?! Choose you this day whom ye will serve: but as for me and my house, we will serve the Lord! Blessed are your eyes, for they see: and your ears, for they hear!

17. We believe in fun. We will have fun! Men are, that they might have joy! And our Lord came to give us life, and that more abundantly!