At some point I ask them to tell me about their theatre company, and they sort of say "yadda yadda, we've been operating for such and such years," and I'm nodding and saying, "OK" and then I ask "Do you have a mission statement?"
I get laughs and then the statement: "It changes all the time."
At this point I'm totally serious and before I can stop myself I say, "Wow. You should know it by heart."
Everyone in 2SP knew the mission statement by heart. We could quiz each other at any time and everyone could quote it. I was kind of blown away.