It’s just a bullshit saying for something they’ll never achieve.

I’ve even heard people say it’s never achievable but we should use that as our direction. I can’t stand corporate fucking bullshit.

What’s our North Star?

According to who? The UK, and I live in Wales btw, is part of the European continent. The myopic, bigoted people of the UK voted to leave the EU which is a political institution not to be confused with Europe as a continent.