In a world of carriages and horses, Ford Motors strives to open the roads to everyone and allow every American his own vehicle. In the world of paper literature, Google chooses to organize human knowledge. And in the reality of a dying planet, Spice-X hopes to turn humanity into a species  Star-seeker.

A noble vocation is the power that turns a large organization into a great organization.  A force that drives millions of customers, employees and investors to reach out to the organization's goal and fulfill it.