Be better than we have to be!
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It is a simple statement.  It is a humble statement. It means to serve, to strive, to never rest on your laurels and to never accept the status quo.  Rise to the challenge and then go beyond. Perhaps the best part about this mission statement, this ethos, is who inspired it.

Her name is Cynthia Graham Hurd. This world was diminished when, at 54 years old, she was gunned down with eight other churchgoers in Charleston, NC.  She had a simple motto, “Be kinder than necessary”. I heard that saying once and decided at that moment that I would take the spirit of that beautiful statement and let it form the words that would guide our actions at Zeppelin.  Rest in peace Ms. Hurd and thank you for sharing your wisdom.