It is important that an aim never be defined in terms of activity or methods. It must always relate directly to how life is better for everyone. . . . The aim of the system must be clear to everyone in the system.
Source:
-- W Edwards Deming, (Oct 14 1900-1993), US management consultant, statistician, educator; He introduced the revolutionary concept of quality-control methods in industrial production that enabled Japan to become an economic giant.