"... provide information, activities and tutorials to help parents and teachers guide children in today's world in the critical areas of reading, speaking and spelling."

• Reading is a fundamental skill required for nearly all other activities.
• The realization that our language is a sound to symbol system and that most children learn to speak and hear their vocabulary prior to recognizing it in print (half the work of reading is already completed where vocabulary and comprehension can be applied and expanded, not relearned).
• Our children and their friends are competitive, eager to learn and do not need to be coerced, entertained, or cajoled into learning (most days).
• The belief that explicit presentation (look, listen, remember) and experience is superior to implicit or "discovery learning" for certain activities, particularly for reading, speaking and spelling.
• The belief that implicit experience (try, observe, experiment) is superior to explicit instruction for other activities, such as early childhood science.
• That one must learn the fundamentals of a subject or activity before they can become proficient or gain any level of expertise (one must learn to walk before they can learn to run and Shakespeare is not a first grade reading assignment).
• One size does not fit all.  People are individuals and are gifted with certain talents and abilities, but must share a common foundation (language, basic math, and basic science) to succeed in a particular culture or society.