Purpose: meaning and drive of the company

The purpose of a startup defines its overarching meaning and the deeper motivations that go beyond pure profit goals and is reflected in the mission, vision and values of the company. This clear definition of purpose serves as a compass for strategic decisions, shapes the corporate culture and promotes a strong bond both within the team and with customers and stakeholders. An authentic and well-communicated purpose can help start-ups to differentiate themselves in a saturated market, build a loyal community and have a positive long-term impact.