Your mission statement describes the overall purpose of your business—what you are trying to achieve; the products or services it provides; and the values that guide your business. Whatever the particular words, your mission is to be the best at implementing your business model. Your business model as you define it. Not as the competition defines the market. You always have the ability to be number one in the market, as long as you specifically define the market around your strengths.
It is much easier to shift paradigms when you are the one who defines the paradigms.
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