In my analysis of company purpose I have found you can distinguish four types of purpose. A purpose FROM (this is when you take value away from others). A purpose TO (when you deliver value to others, i.e. product or service). A purpose FOR (where you create value beyond what you sell. And a purpose WITH (where value is co-created). Most companies have a purpose TO or FOR. Very few have a purpose WITH. You can tell using something I call the t-shirt test. Put your mission on a t-shirt. First, does it make sense as a shirt vs an ad (TO or FOR). Second, does it make sense for employees and for customers (FOR or WITH). For examples, see shift.ng/hbr_purpose.