James Collins' books on leadership have become classics: Good to Great and Built to Last. In Built to Last, his primary theme is "Preserve the core/Stimulate progress." He says the core ideology, the reason a company exists, must be balanced with a willingness to change and grow in order to fulfill the mission.

If an organization is to meet the challenges of a changing world, it must be prepared to change everything about itself except its basic beliefs... The only sacred cow in an organization should be its basic philosophy of doing business.

Central to our mission, our business, is the business of fishing.