regardless of how you personally *feel* about it every historically great company needs a moral ethos to use as an anchor to tell a great story to both their employees & customers. this is not a mission statement, certainly not values, & def not brand positioning. it must be a much larger cause for the greater good of society. one simple idea that anchors the story. the most important part is that this ethos has to be *costly*. if it does not force you to say no to things that would otherwise make money, it is just marketing. e.g. apple does this with privacy, anthropic does this with safety. usually this moral ethos is one word that ends in a y. if companies lack this, then their story is usually all over the place & they are unable to say no to things. consider meta.. what is meta’s moral ethos? they clearly don’t have one which is why zuck basically attempts everything & the kitchen sink (vr, ai, etc). since openai has had a bunch of fb ppl they sorta landed in a similar position. “benefiting humanity” is noble, but it is so broad that it can rationalize almost any product surface unless it becomes costly in practice.. when google had one (don’t be evil, im sure there is a y word here that fits neatly) they had this collective mechanic to rally both troops & users. since they abandoned it, the collective became somewhat hollow as you saw in the late 2010’s. this is not really a moral judgment at all btw. plenty of large companies can exist without a strong ethos. they can make money. they can ship products. & they can even dominate markets. but their cultural influence starts to wane. employees feel the hollowness first. then users. eventually the company can no longer tell a coherent story about why it exists beyond growth itself. if you as a company find what this ethos is, & why it is costly to everyone then cultural relevance is yours for a long long time.