Sure...you could send a resume. But, why not separate yourself and start a conversation in the process?
Choosing hard is important. Hard defines you...much more than easy. No one remembers you for going through the motions...writing a work schedule, sending a store bought birthday card or mowing the lawn (unless you're in a wheelchair). Hard shows the rest of us that you care enough to do something meaningful and follow-through. Even if you fail, the act of trying matters. It shows the world you make tough choices, are willing to put some skin in the game and that you'll slug it out to be better than average.
The key then is to define hard in your category...to be the one everyone else points to as the measuring stick. Whether you own a restaurant or are a freshman in college, defining the standard of hard has the same effect...you get noticed.
Some to get you going...
Lindsay Clark...the anti resume
Howard Hughes...flying an airplane that couldn't be flown...Spruce Goose
Nelson Mandela...almost 30 years in prison to end South African apartheid
Dean Karnazes...50 marathons in 50 consecutive days
Companies spend a lot of time, energy and money answering this for themselves. They hire consultants, develop mantras and mission statements. It's the latest thing in a meaningful, self-reflecting, find your true north sort of exercise. They used to call it branding.
A more important question and answer might be...what are you going to do about it when you find our you're not doing it?...whatever the it was when you defined it in the beginning. Let's say for example you set out to "make people happy" because the "make a profit" answer sounded too shallow and self-serving. Question is...what are you going to do when people (both your employees and customers) tell you they aren't "happy"? Are you prepared to stop or change course...180 degrees if necessary? Would you do whatever it took to get realigned with your core values? While codifying your "why" is important, I think it's equally important to understand the likelihood that you will need to change or scrap the idea altogether. Otherwise, it's just some fancy words in a handbook...perhaps a big lie.
Actions always speak louder than words.
Your company wants you to perform at the top of your game. When you do, it greatly improves their chances of winning. But, why should you care? What's in it for you?
If you have 3 or so minutes to spare, here are my two cents on the matter...
All marketing/branding should begin with some hospitality framework...no matter what you're selling.
Hospitality..."Give people what they want, deliver it in a meaningful way and act like you care."
Why wouldn't you start with that?