Giving your startup a point of view

I think it comes down to the difference between "having a mission statement" and "being on a mission."<p>Mission statements are usually all corporate-speak and written in passive voice. They are generally pretty useless.<p>Expressing the mission you're on is more expressive and active. It's also easier for customers to get behind, and for the company to internalize.

I have no idea what this article means by "point of view".<p>However I suspect that by writing this article, the author is attempting to give his startup a point of view, whatever that means.

Confused: are they talking product design, or customer service, or financial responsibility? They don't seem to appreciate that these things are different.