Much like "perfect objectivity", "no ego" is an impossible goal unless your company has no humans working for it. It's really bad to set impossible goals (or to phrase them in such a way) because you'll immediately start going back on your word, making compromises, and inventing justifications. And then that becomes your company culture.
Really? Because I think "Don't be Evil" is, if interpreted strictly, impossible to achieve completely. And Google has not succeeded in achieving it completely. But it HAS been a major influence on the company's culture and outcomes. I think "No Egos" is similar: simple, clear, laudable, and challenging.
