> This mission “for the benefit of humanity” is incomprehensible. It’s like “don’t be evil” or “zombie flam brittlewurst,” which is a phrase I’ve just made up literally on the spot. It doesn’t make any sense. It’s impossible to run an organization against that because it’s not measurable.
> > -Azeem Azhar

There’s messaging that sounds good.
And there’s messaging that has substance.

The goal is the intersection.
A well-crafted message with meaning that is memorable for the audience it’s written for.