Thought the same and wish I could upvote you more. HN comment readers, if you are rushed for time and don't think you'll bother even clicking through to the blog entry, here is the best takeaway from either blog or gbattle's comment:

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...mission statement exercise that I stole from famed marketer/author Marty Neumeier...

  o WHAT: (productname) is the ONLY_________
  o HOW: that _________________
  o WHO: for _______________________
  o WHERE: in ________________________
  o WHY: who ___________________________
  o WHEN: in an era of __________________.