My motto is very personal and may not fit anyone else or any other company. It is: Don't do anything that someone else can do. Don't undertake a project unless it is manifestly important and nearly impossible.

Don't do anything that someone else can do. Don't undertake a project unless it is manifestly important and nearly impossible. | Edwin Ladd, Department of Astronomy, Harvard University (August, 1990), as quoted by Lincoln J. Greenhill at Harvard University