I came across this job posting from Cookpad awhile ago, the leading recipe sharing site in Japan.
I love how the job description starts with their why:
Our purpose at Cookpad is to make everyday cooking fun. Not just because we like food but because we believe that cooking is key to a happier and healthier life for people, communities and the planet.
Everyday, home cooking has a profound impact on ourselves and the world around us: it makes us healthier, connects us with our friends and family, and makes our environment more sustainable. By solving the problems related to everyday cooking and encouraging more people to cook, we believe we can help build a better world.
A great example of how we can start with why in all facets of communication we do.