IN HIS BOOK - CREATIVITY, INC. - PIXAR CO-FOUNDER ED CATMULL PRESENTS AN INTERESTING ANALOGY FOR TODAY'S EMPTY CORPORATE SLOGANS.
"Imagine an old, heavy suitcase whose well-worn handles are hanging by a few threads. The handle is "Trust the Process" or "Story Is King"–a pithy statement that seems, on the face of it, to stand for so much more. The suitcase represents all that has gone into the formation of the phrase: the experience, the deep wisdom, the truths that emerge from struggle. Too often, we grab the handle and–without realizing it–walk off without the suitcase. What's more, we don't even think about what we've left behind. After all, the handle is so much easier to carry around than the suitcase."
AT BOOK OF MATCHES MEDIA, WE STRIVE TO REMEMBER THE SUITCASE.