MISSION, VISION, POTAYTO, POTAHTO

Summary from the TLDR Founders newsletter

Purpose requires figuring out the positive difference you can make in the world, writing that succinctly, then incorporating it into your strategy, positioning, and goals. Putting words you don't mean onto an 'About Us' page doesn't create a purpose. You don't have to be a mission-driven company to succeed - most startups are too busy making stuff anyway.