A good motto is one that is provocative, memorable, and encapsulates a trade-off that the organization is willing to make. Here are the key points:

1. Provocative and Memorable:
- A motto should be more than just generic values like "integrity" or "honesty." For example, Google's motto "Don't be evil" is more memorable than simply saying "Be good" (00:58:30 - 00:58:50).
- If a motto is catchy and provocative, it sticks in people's minds and is more likely to be used and remembered (00:58:46 - 00:58:50).

2. Encapsulates Trade-offs:
- A good motto often highlights a specific strength or principle that requires giving up something else. For instance, Facebook's "Move fast and break things" implies a willingness to sacrifice stability for speed (01:00:41 - 01:00:56).
- Values should not be free; they should imply a trade-off. What are you willing to give up to uphold this motto? (01:00:56 - 01:00:59).

These elements help ensure that a motto is not just lip service but something that genuinely guides behavior and decisions.