I think most mottoes and mission statements are there because someone thinks, or was told, they need one rather than because they actually have a mission. So "

I think most mottoes and mission statements are there because someone thinks, or was told, they need one rather than because they actually have a mission. So "Who Dares Wins", "Per ardua ad astra" and "Think Different" work because you can easily believe the group actually believes in it. It matters not whether you share the vision. Things rapidly degenerate to sounding like they came from the Dilbert Mission Statement generator for most companies.