Mary Schmidt writes in "marketing without blinders,"

Words are powerful. Words can change the world. But they have to have meaning (and commitment) behind them. Otherwise, they’re like the - ahem - “stuff” that comes out of the other end of that horse. A frequent blind spot with which I help clients is that marketing isn’t just something you “do” externally - it’s also critical for internal communications - up, down, and sideways.

She continues,

Which of the following would fire you up? “I have a dream!” or “Our strategic initiative is designed to produce innovative products for leading-edge Fortune 500 companies.”

Which sounds more like your distinctive competence?