I am reminded, in these troubled financial times, of a prescient fake commercial SNL created a few years back. The ad promoted a new bank whose only service was making change. The bank’s CEO talked about the countless ways they could change a five dollar bill, for example. “You give us a five dollar bill and we’ll give you five ones … or two twos and a one … or 20 quarters … or ten quarters, 15 dimes and 20 nickels.” The ad continues with interviews of satisfied customers.
At the end is the punchline. “How do we make money,” the bank’s CEO said? “Volume.” The mission statement made no sense, but it hardly mattered. When you have that much chutzpah, you can get away with anything.