Two people, same words
Two leaders can say the exact same sentence — "We need to put the customer first" — and mean wildly different things. One means it as a slogan. One means it as a tactic. One means it as the natural consequence of a worldview in which the customer is a living node in a system they are also a node of.
The words are content. The depth at which the words are held is altitude. Strategy meetings are usually content arguments masquerading as altitude arguments.
Why this matters operationally
Hiring for content is cheap and fast and wrong. Hiring for altitude is slow and expensive and almost always right. The difference shows up around year two.