- EXCITE learners to enjoy and value American heritage.

- INNOVATE to create means to relive great American lives and events.

- LEAD to define standards for quality graphic novels.

- EXECUTE to become the market leader in the graphic novel market.

- SERVICE vendors and customers to establish and retain, reputation of trust and integrity

- BE FAIR AND ACCURATE in narrating events, without bias towards or against ideologies, religions, ethnicities, or regions.