I don't know about you, but I shuddered when, looking for information on room service in the "Guest directory" at the Marriott Courtyard I was staying at in Arlington, the mission statement (one page long, no less--speaking of concise and actionable, hehe) told me that the staff saw it as their goal to "display aggressive friendliness" towards me, the guest. I tried to imagine how they would act on this.
Here's a little scenario.
Guest checks in, gets keys, heads to room.
Check-in clerk, with a smile and a baseball bat: "Have a good day! Or else!"
But too bad I did not think of taking that page with me.