Translation into plain English Aim
Perpetrator Satya Nadella, Microsoft
Usage example "Today, I want to share more on the overall context and connective tissue between our mission, worldview, strategy and culture... Every great company has an enduring mission. Our mission is to empower every person and every organization on the planet to achieve more."
Lucy’s commentary I like to think that the Financial Times is a great company; we have endured 127 years without an official mission. In the early days of Microsoft, Bill Gates came up with a vastly better mission: a computer on every desk and in every home. There was no windy nonsense about planets, nor any tiresome talk of empowering. Best of all, it was precise.