Kampaniyi ili ndi lingaliro la "ubwino wabwino, ndalama zotsika mtengo, mitengo ndi yololera", kotero ali ndi mpikisano wamtengo wapatali komanso mtengo wake, ndicho chifukwa chachikulu chomwe tasankha kuti tigwirizane.
Oyang'anira ndi amasomphenya, ali ndi lingaliro la "zopindula zonse, kusintha kosalekeza ndi zatsopano", timakhala ndi zokambirana zabwino ndi mgwirizano.
Ndi malingaliro abwino a "msika, ganizirani mwambo, ganizirani sayansi", kampaniyo imagwira ntchito mwakhama pofufuza ndi chitukuko. Tikukhulupirira kuti tili ndi ubale wabizinesi wamtsogolo ndikuchita bwino.