A corporate giant with influence across the globe, the DeVos family corporation, Amway started quite simply. In 1959, two men, Rich DeVos and Jay Van Andel decided that they wanted to help build a business that utilized the power of friendships with others. They started by selling Liquid Organic Cleaner (L.O.C). Today their company, Amway, is a multi-billion dollar retail giant that helps individuals start their own company, and encourages any new customers to do so as well. This business model has proven to be highly successful for many participants.
As the current leader of the Windquest Group, Dick DeVos has several core values. Be humble, work hard, and smile. This positive attitude has helped the Amway brand succeed with the customers around it. Dick DeVos has encouraged Boy Scouts to pursue a science, technology, engineering, and mathematics (STEM) education. Dick Devos led a program for helping underprivileged children in Michigan have a new start on life.
It is important to Dick Devos that conservative morals such as thrift and hard work be instilled at an early age in the American people. Dick Devos wrote a New York Times best-selling book called Rediscovering American Values. In it, Mr. Devos discusses how true freedom is only achieved by the individual when they have a strong moral compass. Although it is popular to describe the absence of a moral compass as freedom, it is easily observable in places such as urban inner cities that those who hold to a strong foundation of immorality are generally more financially dependent and unable to do what they wish. Places like Los Angeles, where the rich and poor live together are a great example of this phenomenon. Dick Devos wants American youth to recapture the American dream by rekindling their moral compasses. That is why Dick DeVos supports character building extracurricular activities such as the Boy Scouts of America.
Dick Devos defines liberty as “The ability to do what one wants, so long as it’s the right thing to do.” He says the foundation of liberty is placed by the core personal character virtues of “Compassion, fairness, honesty, humility, moral courage, self- discipline, and thoughtfulness.” Dick DeVos encourages American youth to practice these key principles in order to become the people they should be.
Dick DeVos regrets that the modern American public confuse freedom and moral license. He feels that moral license is what has caused so many people to live financially dependent lives on the government.