Can you explain your company's mission in 60 seconds?

06/14/2013 | HubSpot.com

Apple's videos during its recent developers conference acted more like brilliant mission statements than simple product reveals, Dan Lyons writes. "It's hard to boil a big company (or even a small one) down to a few essential truths without ending up with empty slogans and hollow platitudes," Lyons writes. "That process of defining who you are to multiple stakeholders is one that every company ought to be engaged in, and not as a casual exercise but as a process that merits as much attention as anything else we do."

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