“Most advertising isn’t written to persuade. It’s written not to offend. An ad too weak to offend is an ad too weak to persuade. Mission statements are even worse. Have you ever noticed they all say the same thing? A powerful statement forces the reader to choose between two sides of a line drawn in the sand. Rare is the business owner who has the courage to craft the mission statement that effectively asks the reader, ‘So are you in, or are you out?’
Tigers do not purr.”
– Roy H. Williams