Mission
Also called: mission statement
A mission or mission statement summarizes what a company or organization stands for. The mission statement lays out the organization's right to exist and purpose; what target audience is targeted, what products and services are offered, and how they differ from alternatives.
A good mission statement is concise, concrete, easy to remember and also understandable to an outsider. It describes not only what a company does, but also why.
The mission is often combined with a vision. How an organization can achieve the mission and related goals can be described by defining critical success factors.
