Having that desire doesn’t guarantee that you’ll succeed, but it does mean that if you fail, at least you failed doing something worthwhile.
A final thought on mantras: Don’t confuse mantras and tag lines. A mantra is for your employees; it’s a guideline for what they do in their jobs. A tag line is for your customers; it’s a guideline for how to use your product or service. For example, Nike’s mantra is “Authentic athletic performance.” Its tag line is “Just do it.”
Coca-Cola “The Coca-Cola Company exists to benefit and refresh everyone it touches.” Refresh the world. Wendy’s “The mission of Wendy’s is to deliver superior quality products and services for our customers and communities through leadership innovation and partnerships.” Healthy fast food. Red Cross “To help people prevent, prepare for and respond to emergencies.” Stop suffering. United States Air Force “To defend the United States and protect its interests through aerospace power.” Kick butt in air and space. United Way (Hawaii) “The purpose of Aloha United Way is to provide...
But don’t revise your product to get prospective customers to love it. Instead, revise it because customers already love it. Let me put it in religious terms: Some people believe that if they change, God will love them. Others believe that since God loves them, they should change. The latter theory is the prototype to keep in mind for how to get going and keep going for startups.