" A being of volitional consciousness has no automatic course of behavior. He needs a code of values to guide his actions. ‘Value’ is that which one acts to gain and keep, 'virtue’ is the action by which one gains and keeps it. ‘Value’ presupposes an answer to the question: of value to whom and for what? 'Value’ presupposes a standard, a purpose and the necessity of action in the face of an alternative. Where there are no alternatives, no values are possible. "

― Ayn Rand , Atlas Shrugged