Mission statement

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A summary, usually written and displayed, of the aims and values of an organisation or an individual.

Amazon's mission statement
"We aim to be Earth’s most customer centric company.
Our mission is to continually raise the bar of the customer experience by using the internet and technology to help consumers find, discover and buy anything, and empower businesses and content creators to maximise their success."

Association of Corporate Treasurers mission statement
"To embed the highest standards of professionalism and integrity in the treasury world, and act as its leading advocate."

See also