Word pondering - Thrive

For several years now, I have been using the word 'thrive' in company mission statements and press releases. Only to have it often removed by the clients who feel it seems 'weak'.

Just recently, Kaiser Permanente has adopted that as a tagline, and I take that as redemption of my views.

But look at 'thrive' - just a little word but some really have taken exception to it. Yet the meaning, to me, is entirely powerful:

From Dictionary.com. Thrive
To make steady progress; prosper.
To grow vigorously; flourish: “the wild deer that throve here” (Tom Clancy)."

I use the word 'thrive' as part of my own company mission statement. What a most admirable aim - to have a company that makes steady progress, prospers and flourishes.

But many clients have objected, some strongly, to it. I don't understand why except we are maybe in a world of marketing where we all have to be 'leaders-in-something' or 'the top-in'. Thrive perhaps seems too passive. I don't think so though. It is an entirely strong statement

Rach