Some of you haven't had a lot of jobs with actual companies, I'm guessing. Every corporation with a lot of employees has mission statements and philosophies that they want to share with their employees. This is especially true at the management level. If you are going to be a decision-maker, your company wants to make sure you understand the philosophies and ideals that got them to that point. It doesn't mean you can't deviate from philosophies, but, as I once read, you can't break the rules until you understand them. As I understand, the VPs at Apple often disagree about the direction of a product, which is fine. But you have to have a general sense of what Apple is and what they want in their products before you can pitch a 7" tablet or a 5" smart phone.