The framing doesn't have to be dishonest. But if your company really has NO 'goal' or 'vision' beyond 'make as much cash as possible'...then maybe frame that in

The framing doesn't have to be dishonest. But if your company really has NO 'goal' or 'vision' beyond 'make as much cash as possible'...then maybe frame that instead of making up a bigger goal. "Lets become titans of our industry, and fly around the world in private jets" or some other relatively soulless goal. Still inspiring to the right folks, but not dishonest!