Whenever I see a company has a ‘mission statement’ it makes me sigh heavily. It will almost always be full of long words for no reason and make very little sense. It is such a common thing that there are idiot programs that will generate them for you if you have no idea what your company actually does.

So much corporate communication is meant to instill belief in your company without actually building a belief system. This is magical thinking without any actual magical training. Magic spells are traditionally written in incomprehensible languages and declaimed in important tones, but a statement of desire is usually the first step.