The primary purpose of this organization is to promote and foster a better understanding of (i.e. educate the general public about) how to value, trade-off, and otherwise manage time spent pursuing activities other than pecuniary or material wealth. Our aim is to recognize the limitations of money as a source of comfort, and account for real equivalent value in all of the things (including work) that money can't buy, but that make life meaningful and well worth the effort to enjoy. Our intent is to offer a basis for comparing, integrating, and balancing measures of quality-of-life with standards-of-living. One of our core operating principles is that “profit,” “success,” "growth," "prosperity," and "progress" must be (re)defined to include social values alongside economic interests.