This involved really pushing himself to boil down his vision for the company’s guiding mission into highly persuasive and memorable words, such as creative collaboration and accelerating document productivity. “I obsess over that,” he said, stressing the importance of “learning the power of the written word, because if you get that right, your message will flow off the tongue, you’ll use it with passion.” Then, he emphasized, people will be inspired to rise to the occasion and interpret the guidance as best suits the products or services they’re working on.