I am reading Be Like Amazon: Even a Lemonade Stand Can Do It (2017) by Jeffrey and Bryan Eisenberg with Roy H. Williams. Lots of wisdom in this little book.

Consider this nugget in chapter 10:

"Sunshine," the old man said, "You'll find your corporate 'Why' when you write 10 true sentences that each start with 'We believe..."

Goettl is a beloved air conditioning company in Arizona and Nevada. This is what Ken Goodrich says about his company, Goettl:

We believe in showing up on time.

We believe in doing things the right way, not the easy way.

We believe in super-sealing the air-ducts because no one needs to air condition their attic.

We believe in eliminating every squeak, rattle and hum, because if you don't, bigger problems will come.

We believe air conditioning should be quiet.

We believe in replacing every screw - even ones other people left out - so that we can tighten the unit up like new.

We install everything level, plumb and square because this is the signature of a superior technician.

We believe every customer deserves our very best work.

What do you believe?