To guide action towards a community-based dementia care strategy, Morton-Chang et al. provide the following three key strategic pillars: putting people with dementia first, supporting informal caregivers and enabling local communities to support people with dementia. While, in principle we agree with these pillars, the ways in which we interpret and implement them differ. We propose three values that should underlie any discussion of dementia policy, strategy and change and that place people with dementia at the heart of these discussions: that of the rights of people with dementia, of diversity and equity, and inclusion.