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KEY PRINCIPLES, AMBITIONS AND DREAMS If a subject or theme has become an issue of concern of your organization, it is because you would like it to be different in the future. Sometimes this desired future can be described in a normative way, by proposing a set of principles that would lead to it. Those principles are inspiring ideals that help to keep the focus on our values. Humans also need to express our desired future in terms of aspirations and hopes, no matter how difficult they seem to reach. All the outstanding achievements of humankind, such as walking on the moon, were imagined way before they were a theoretical and technical possibility. We need to share our dreams, because rational programs are not able to capture and transmit the emotional dimension of our existence.
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