Mission
The Goal, Purpose, Vision; Context; Meaning Of Life
it's extra-cool when you feel not just "we have a mission", but "we're on a mission" - Passion!
Mission Statement - WikiWikiWeb:MissionStatement
Pascal Finette suggests: Eight words or less. Verb - Target - Outcome.
Guy Kawasaki says your Start Up need a Mantra, not a Mission Statement.
Martin Cagan prefers a Manifesto.
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