In a session with a client today, I was attempting to put into words their cause, their reason for being in business. As I wrestled with different words and visions, telling and retelling their story in different ways, one of the partners said "Oh ... I am going to start crying...". And I realised I was feeling all funny inside (in a good way) also!
Does your "mission statement" or "corporate vision" make you go all teary and weak at the knees EVERYTIME you read it? (Now imagine what this can do to your team morale, team buy-in, and your "corporate culture"!)