Create an Abundance of Value.
So much of television is based on destructive and exploitive behaviors. We believe there should be at least a half-an-hour per week dedicated to tell the stories about people like those pictured here. They create wealth and work; they make the world a better place. We believe it is important for the nations to hear these stories, to learn from them, and to know that only through their hard-earned insights and hard work have they been able to do what they do.

Since 1994 we have called the small business owners who have appeared on the show our MasterClass teachers. Rarely will you find a guru, journalist or professor here, mostly just regular people, small business owners willing to share their story and what they have learned. We find the people who are loved by their community and respected within their industry. Since 1994 we have called these people "our New American Heroes." But certainly now, since 9/11, we include all those who are struggling to defend and uphold the principles of integrity and freedom and truth. You are all "New American Heroes."

Also, with our ever-increasing viewership of the show outside the USA (through the Voice of America TV broadcasts), we really need to be even more inclusive. We know that the best small business owners are value creators, explorers of new frontiers, often pulling new ideas out of the unknown and breathing new life into their business. In the opening of the show, we call these people "today's pioneers and quiet heroes." We believe there is a pioneer and hero within each of us. Certainly now, we include any person from any country who respects the inalienable rights of others, who value good work, and who encourage others to pursue their gifts to do good work. These people deserve our attention and time.