Drop.io mission statement.   I’m kind of obsessed with mission statements - simple reflections of the core values (and utility) of organizations.  Hard to do but when done right they do sing.  Some more I’ve collected that I like:

Google:  Organize the world’s information and make it universally accessible and useful

Tipjoy: Simple, social, digital payments

WPP:
To develop and manage talent;
to apply that talent,
throughout the world,
for the benefit of clients;
to do so in partnership;
to do so with profit.

Meetup: To revitalize local community and help people around the world self-organize

Lookery: Lookery is an advertising and user-targeting network offering lightweight, economical targeting data for every user on every web page.

Umair Haque.  I can’t overstate the importance of this idea - we call it “outside in businesses” (see here, back in March 2007) and focus almost exclusively on them:

“Services that begin their conception of value creation from outside the confines of what is traditionally considered areas where value, control and distribution lie. Services which create new ways of looking at data and people and content, using the actors (or customers, or users) involved with the data and content as the focal point, and not necessarily the distributor or publisher or even service provider.

By viewing actors as being the locus of activity enables radically new ways of creating businesses to serve those actors/customers/users. These services are Outside In because, while they serve a user base, their functionality and utility derive from the actors, not from the content. Thus, they create value from outside the system (starting with the users), pointing in (towards the content or publisher or service provider).”