These things are what can be made of them. "Just woks" isn't controversial either. But, in a context that you demonstrate (1) this thing is possible (2) we can

These things are what can be made of them. "Just woks" isn't controversial either. But, in a context that you demonstrate (1) this thing is possible (2) we can do it, here are examples (3) It's a priority to do this thing other people will just pay lip service to. Controversial or not, mottos become cliche, doublethink lip service unless they don't become those things. All the business school bullshit: missions statements, code of ethics, motto, synergies, teamwork, a culture of innovation, etc etc. All that stuff is actually real, it exists and it can be very helpful. It's also uncontroversial that it sounds like bullshit because the people saying it most often and loudest are bullshitters. It's like listening to a priest who read 'Become a Spiritual Guru in 30 Days or Less' and went at it.