What is our business and what are we trying to accomplish on behalf of our customers?” (Direction, umbrella statement, purpose statement, scope of operation)
Purpose Statement
What a company is currently seeking to do for its customers is often termed the company’s mission. It answers the question “What is the company’s reason for existing?” A mission statement is a statement of the company’s purpose. A mission statement is useful for putting the spotlight on what business a company is presently in and the customer needs it is presently endeavoring to serve. A mission statement deals with the present and answers the question “What is our business and what are we trying to accomplish on behalf of our customers?” A mission statement is a logical vantage point from which to look down the road.
