In this case I wanted to let you know that in order to give you a good new! it means that if you are within the group of the 90% you can easily change it and become one of the 10%.
Something that could help you define your company's activities is to build a mantra. Something like "built to last", "Ready to help".
- Nike's mantra is "Authentic athletic performance." Its tagline is "Just do it."
- Apple's mantra is "simpler is better".