Make your mission tremendous
It's easy to be dismissive—even cynical—when a company talks about its “mission,” its “beliefs,” or its “core values.”
Because no matter what the U.S. Supreme Court says, corporations are not people. They are, however, made of people (but not in a Soylent Green kind of way).
Companies don't think, but they can act.
Companies don't feel, but they can suffer.
Companies don't breathe, but they can die.
And this is all at the hands (and the whims and the talent and the follies and the luck) of its people—the people in the company and the people the company serves.
