Our firm is thoroughly not-for-profit and customer-orientated. Its primary value and vision is to enhance the lives of those who suffer from diabetes, at the lowest possible cost to the consumer. Given our very accommodating finance model, we shy away from the formal ‘multiple stakeholder approach’, as defined by Edward Freeman (1984), as it would overstate the importance of financiers as a stakeholder, for our business. Indeed, our customers are the single most important stakeholder