END UP LIKE Google, Facebook and Apple, and Craft a Company Mantra to Live By

“Don’t be evil.” “Move fast with stable infrastructure.” “Think different.”

What exactly are these? Google’s, Facebook’s and Apple’s company mantras.

Mantra includes a few definitions, however the most popular one is a word or sound repeated to assist concentration in meditation. The Sanskrit definition means a thought behind a word or action.

Related: Craft a Cultural-Identity Message That Employees Would want to Repeat

A mantra shouldn’t be confused with a mission statement, that is a few-sentences-long summation of the company’s goals and underlying philosophies. A mantra, alternatively, is intended to be very short and catchy, also to communicate a significant theme of the company’s culture.

Without every company includes a mantra, they definitely should. At Kaltura, we chose our mantra (“most probably, flexible, and collaborative”) in early stages, which has designed for a far more successful and rewarding journey for the business most importantly, and for the individuals within the business aswell.

Why have a mantra?

Mantras help organizations decide, communicate and align everyone around who they would like to be, instead of what they would like to do. Having clarity, conviction and passion about the business is a lot more important and rewarding than focusing solely on where in fact the company is certainly going.

A mantra helps companies stay true to its original intentions each day. It reminds its employees of who they are in the core, beyond the merchandise they sell or the services they provide. Companies often change course and pivot, but a mantra is similar to a torch that keeps everyone warm and close, and lights just how forward at night.

For instance, Google’s mantra, “Don’t be evil,” was the brainchild of 1 of its engineers, Amit Patel, who wrote it on a whiteboard throughout a client meeting. “Don’t be evil” is short, simple and sums up the culture of Google, and also among its core company values.

Related: three ways to Remain Focused on Your Mission

Facebook’s mantra, “Move fast with stable infrastructure,” sums up the company’s goal of continually growing and developing new ideas.

Apple’s mantra, “Think different,” perfectly encompasses the worthiness the business puts on creativity.

Our mantra affected our technological decisions (building an open and flexible platform) and business decisions (launching an open-source project and community). In addition, it shaped how we connect to people both outside and inside of the business. It impacted our hiring criteria, our partnership strategy, our marketing techniques, plus much more.

How to pick a mantra.

Mantras ought to be a brief and simple phrase. Leave the long, complicated sentences for the mission statement.

The easiest method to think of a mantra is to think about a few core power words that could communicate to everyone what value is usually to be held sacred in the business. Is it to most probably? Help solve a problem? Create new ideas? Consider what the company means. What is the normal philosophy to bring alive and promote through the venture?

Proceed through this practice before even finalizing the founding team, since it helps crystallize commonalities or differences in people’s character and aspirations. If a common mantra that many people are passionate about can’t be agreed upon, it could say something about the fit of the founding group.

At Kaltura, my fellow co-founders and I shared a passion for multiculturalism, pluralism and collaboration. We chose one another as partners and decided on “being open, flexible, and collaborative” before we even chose our target industry (video), aside from solidified our mission statement (to be the leading video technology company, enabling any video experience).

Considering starting a company? Determine a mantra first. Curently have a company but no mantra? As Nike would let you know, “Just do it!”