If it helps you focus, good. Make it catchy if you can. Don't waste too many hours crafting the thing. But make sure people believe it. Back it up with the things you do.
Communication needs to be a core competency of any business.
There's no substitute for research. Our third annual selection of the business leaders with the foresight, judgement and competitive juice to make their investors happy. CEO Profiler Top CEOs share their thoughts on self improvement, favorite authors, and more. An interview with the head of Microsoft, named the top U.S. CEO on this year's Best CEOs list. The CEO of eBay number 5 on this year's Best CEOs list talks about the Internet after the fall.