The first thing you learn as a journalist is, unfortunately, deep scepticism.  And, if there is one thing certain to trigger the sceptic in any B2B journalist it is, surely, a mission statement.   By turns bland, boring, unintelligible, pompous, achingly politically correct or corporate clones, very few, it seems to me, provide much insight into a company.  So, it is a rare and pleasant surprise when you come across a mission statement that really captures the ethos of a particular company, and provides a deep understanding of just why they stand out from the crowd.