Example: “When it comes to managing people, my teaching philosophy is to start by asking questions that hopefully get the person to come to a new conclusion on their own. This way, they feel ownership over the learning rather than feeling micro-managed. For example, in my last role, I was editing an article written by a copywriter I managed. The story didn’t have a clear focus or hook. In a one-on-one meeting, I asked her what she thought was the main point of the article if she had to sum it up in a sentence. From there, I asked if she thought the focus was clear in the article. She didn’t think it was clear and instead thought she should rework her introduction and conclusion. As a result, the article improved and my direct report learned a valuable writing lesson that she carried into her future work.”
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.