Keep your mission to yourself! Your vision too, for that matter! And I don’t want to hear about your values either.

As a customer, I’m sick of all the words. I prefer evidence.

Give me good value, helpful service, on-time delivery, and a reliable product or service that fits my needs well, and I will be back. Furthermore, I will tell my friends.

But tell me how great you are, and how great you are determined to be, and I will just wish you spent all of that talking-time answering my questions, getting the job done, and preventing problems.

Deliver on your mission! Doggedly pursue your vision! Live your values! And then you won’t have to tell me about them. I’ll be able to tell you.