The trick to building effective catchphrases is to keep them simple, action-oriented, and forthright: “Create fun and a little weirdness” (Zappos), “Talk less, do more” (IDEO), “Work hard, be nice” (KIPP), “Pound the rock” (San Antonio Spurs), “Leave the jersey in a better place” (New Zealand All-Blacks), “Create raves for guests” (Danny Meyer’s restaurants). They’re hardly poetry, but they share an action-based clarity. They aren’t gentle suggestions so much as clear reminders, crisp nudges in the direction the group wants to go.
