I think the most difficult situation I face as a production manager is when I have to lay off staff, either because they aren’t doing their job properly or, even worse, because sales are down. When I can, I try to work with underperforming personnel to see if we can’t improve their efficiency. If not, then I hand them their pink slip and give them straightforward reasons for why they are being laid off. No one wants to be fired without an explanation. When this happens, I keep my tone polite and avoid using too many “you” statements; I absolutely do not want to cast shame on them. Any candidate can read and regurgitate the company’s “About” page. So, when interviewers ask this, they aren't necessarily trying to gauge whether you understand the mission—they want to know whether you care about it. Start with one line that shows you understand the company's goals, using a couple key words and phrases from the website, but then go on to make it personal. Say, “I’m personally drawn to this mission because…” or “I really believe in this approach because…” and share a personal example or two.