Enduring Purpose

You stare pensively out a window, watching rain dribble against the pane. You consider your life, and life in general, wondering at the enduring purpose of it all.

Now, imagine a company doing the same thing (hey, corporations are people too...very soulful ones sometimes), and you're close to the typical definition of "enduring purpose."

An enduring purpose, in the financial sense, represents a company's public description of its intentions and motivations. It acts like a high-octane version of a mission statement.