The difference between truly standing for something and a mission statement: “Being an opinionated company is great. Great companies have a point of view, not just a product.

But there’s a world of difference between truly standing for something and having a mission statement that says you stand for something. You know, those ‘providing the best service’ statements that are created just to be posted on a wall. The ones that sound phony and disconnected from reality. The ones that come off like a press release, not an actual directive…
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(Via Signal vs. Noise.)