This mission “for the benefit of humanity” is incomprehensible. It’s like “don’t be evil” or “zombie flam brittlewurst,” which is a phrase I’ve just made up literally on the spot. It doesn’t make any sense. It’s impossible to run an organization against that because it’s not measurable.
There’s messaging that sounds good.
And there’s messaging that has substance.
The goal is the intersection.
A well-crafted message with meaning that is memorable for the audience it’s written for.
