Success Quote by Mark Zuckerberg

"Serve more people" is Silicon Valley's favorite moral alibi: it turns scale into virtue and growth into a kind of public service. Coming from Mark Zuckerberg, it’s also a careful piece of reputation management. Facebook (and its successors under Meta) didn’t just expand; it absorbed attention, reshaped media, and became entangled with elections, misinformation, teen mental health, and surveillance advertising. After a decade of hearings and scandals, "we're running the company" signals discipline and stewardship, while "to serve" offers a softer purpose than "to profit."

The intent is two-pronged. Internally, it rallies employees and investors around a clean, mission-forward narrative at moments when the product vision is contested - whether that’s shifting to Reels-style engagement, pushing AI, or justifying expensive bets like the metaverse. Externally, it preempts critique by framing Meta’s incentives as aligned with the public’s: if more people use it, more people are helped.

The subtext is that scale is the defense strategy. When harms are raised, the counterargument becomes: you can’t deny billions a tool they rely on. "Serve" also quietly redefines users as beneficiaries rather than inputs, despite an ad model built on targeting and extraction. It's corporate empathy with a KPI underneath it.

What makes the line work is its studied vagueness. "Serve" is emotionally legible and politically useful, while never specifying what service looks like, who defines it, or what trade-offs (privacy, moderation, civic impact) are acceptable to reach "more people."