we wanted a concise mission statement for a small technology business. management entered a long list of goals into a writing assistant and asked for the boldest possible tone
the result promised to 'dominate every customer touchpoint' and 'eliminate resistance through relentless engagement.' i asked whether we were selling software or preparing an invasion
my boss loved the energy until i read it aloud in a theatrical villain voice. suddenly the wording sounded less inspirational
we rewrote the mission in plain English. it now says we build useful tools that save people time, which is considerably less likely to start an international incident
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