Most startups I worked at insisted they were saving the world in one way or another. The C level probably patted themselves on the back pretty hard for coming up with such an inspiring interpretation. But within a year, it always rung false (based on their actions being entirely inconsistent). This made me trust them less than if they had simply said "We're in this to make money. We're a company, that's what we do," which, in my opinion, is totally okay to admit.
For example:
- Do not call yourself a family if you have ever let somebody go within 3 months of hiring them. Would your literal family kick you out because they weren't seeing an ROI in 3 months or because you were difficult?
- Do not say your mission is to empower one group or another if your actions are not truly in that group's best interest. E.g. giving them credit cards when they're already in debt.
- Do not imply that your "door is always open" unless you have the willingness and time to hear some of the ways your company is actually fucked up and act on them.
- Do not suggest employees will get rich when you damn well how unlikely it is.
- Do not use bullshit euphemisms all the time, such as a massively failing manager being "promoted" to a position with no authority. What your actions are doing is saying "We work in a class system where you can't be fired once you're at a certain level"
- Do not imply you're a meritocracy. Your company isn't, it's a handful of narcissistic wealthy people at the top surrounded by sycophantic top-level-managers with actual laborers 3 or more levels down. The idea that individuals can be rated on traits and promoted to "levels" is a laughable oversimplification to anybody who thinks about it.
- Do not imply most of your employees will ever be promoted if you know most won't.