QUOTE : The next step is to create a three- to four-word mantra that explains the meaning that your startup is seeking to make. For startups, the definition of “mantra” from the American Heritage Dictionary of the English Language is perfect: A sacred verbal formula repeated in prayer, meditation, or incantation, such as an invocation of a god, a magic spell, or a syllable or portion of scripture containing mystical potentialities. Here are five examples (some hypothetical) that illustrate the power of a good mantra to communicate the meaning of organizations: Authentic athletic performance (Nike)* Fun family entertainment (Disney)* Rewarding everyday moments (Starbucks)* Democratize commerce (eBay)