Mission statement – n : a brief (typically 15-75 words) statement that concisely conveys a company’s mission or raison d’etre (essential reason for being) to its key stakeholders, including employees, shareholders, customers, suppliers, and partners. A good mission statement should communicate what you do, how you do it (your business model), for whom (who’s the customer?), and based on what underlying principles of behavior (e.g., integrity, quality, customer satisfaction).

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Adapted from "The CompanyCrafters Entrepreneur's Dictionary"
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