Riding to work today, I noticed a white pickup truck with a construction company’s logo emblazoned on the tailgate. The tag line: “We exist to build great things.”

They could have just said, “We build great things”, but by using the word “exist” they redefined the word “we”. No longer is the slogan simply about the construction company, it’s about humanity. Humankind exists to build… and hey, look at that! We’re builders! They’re not simply slapping an extra bedroom on your house, they are helping you achieve humanity’s highest aspirations. Pretty sweet.