Fair enough. This is where I'm the cynical one in the sense that I don't see the point of having a visionary mission statement if you have to resort to spin and propaganda tactics to convince your employees to buy into it.

The qualification of "worthwhile" is really subjective to the point where unless you're literally doing something truly impactful (which I define as value + massive scale, e.g., cure to cancer, etc.), your value is at best a surface scratch and at worst a fad.

Consumer oriented startups like Snapchat spring to mind, which seems to have both a questionable mission statement + a shameless pursuit of founder enrichment. Not judging (I'm jelly), but I do think it serves the greater point I'm trying to make.

To give you a tangible example, GrantTree's mission has been, from day one, to help UK startups, by being one of the better players in the UK startup ecosystem. It's a tangible positive difference which we can all feel we're making.

Of course, making money is also important, if only because money allows us to hire better people and do a better job, and it was also a primary reason of starting GrantTree... but it's not a good enough reason to put all the energy to grow it past the stage where it is an extremely profitable hobby, to the stage where it is a genuine business.