This Monday Note piece wonderfully highlights some of the absolute fluffy tosh that comes about when marketing leads the company motto. The company motto should be everything your company represents, and filter from top to bottom. Most importantly, simplicity is key, remember what you actually do/sell/produce and lead with that.
Here at Flagship we have a metaphorical "Wall of W**k". When one of us finds ourselves writing something particularly bogus, or pretentious, we tend to share it aloud to the rest of the team, to be received by lots of sniggers. We find this helps ground us. Perhaps whoever wrote some of the mottoes mentioned in this piece should use a similar practice?
Ideally, a company motto, is short, resonant, memorizable. This makes it resistant to confusion and agitation. Whether you’re the receptionist, the independent-minded engineer, or the top arse, you must always be able to recite it. Even at 3 am. Even if you’re tired, drunk, and distraught. Even if your spouse just threw you out to the street in the rain in your underwear.