在Mission之后，也在Founding Documents的是Long-term goals和Principles，其中：
....long-term goals: the bigger-picture ambitions we hoped to achieve or improve over a period of years.
而Principles，估计是致敬了Ray Dalio，这几个之间的关系是：
A mission explains why your company exists.
Your long-term goals outline what your company hopes to achieve.
Your values, or principles, establish the culture that enables you to work toward those goals.
这是Why-What-How的结构，不过这个How还是偏向于文化层面的How，偏底层 —— 但另一方面，也可以说偏上层，因为是意识形态。
而提到文化，作者也引用了Edgar Schein的研究：
His well-known lily pond and iceberg images of understanding culture emphasize how artifacts are visible examples of a culture but the true culture lies beneath the surface. Principles can be tricky to articulate because you’re trying to write down something that’s based both on espoused beliefs, which are sometimes visible, and unconscious assumptions, which are invisible and difficult to divine.
某种意义上来说，符号、标识等都是给自己帖标签，让心理的诉求外显吧。
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