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I showed the students *why* most mission and vision statements were so terrible, and also *why* they never needed one but needed something much, much deeper if they wanted to get and keep clients and customers. With the exception of two, the questions I gave them to begin this journey didn’t come from business leaders. Many of them, they’ve heard before, but never for this purpose or this context. Isn’t that what creativity is: Looking at old things in new ways? In a moment, I’m going to share a few of those questions with you, too. What you do with them is entirely up to you. WARNING: It might seem kinda weird to you.