There is only one valid definition of a business purpose: to create a customer.

The purpose of business is to create and keep a customer.

Business has only two functions — marketing and innovation.

the purpose of business is to produce happiness, not to pile up money.

Once you recognize that the purpose of your life is not to serve your business, but that the primary purpose of your business is to serve your life, you can then go to work on your business, rather than in it, with a full understanding of why it is absolutely necessary for you to do so.

Every product and service is sold on the promise of a better future. The purpose of business is to deliver on the promise, and profit is the reward for doing so.

The purpose of a customer isn’t to get a sale. The purpose of a sale is to get a customer. — BILL GLAZER, ADVERTISING

There is but one just use of power, and it is to serve people.

I want to discuss why a company exists in the first place. In other words, why are we here? I think many people assume, wrongly, that a company exists simply to make money. While this is an important result of a company’s existence, we have to go deeper and find the real reasons for our being. . . . Purpose (which should last at least 100 years) should not be confused with specific goals or business strategies (which should change many times in 100 years). Whereas you might achieve a goal or complete a strategy, you cannot fulfill a purpose; it’s like a guiding star on the horizon—forever pursued but never reached. Yet although purpose itself does not change, it does inspire change. The very fact that purpose can never be fully realized means that an organization can never stop stimulating change and progress.

If your business depends on you, you don’t own a business — you have a job. And it’s the worst job in the world because you’re working for a lunatic! “And, besides, that’s not the purpose of going into business. “The purpose of going into business is to get free of a job so you can create jobs for other people.

The goal of business should not be to do business with anyone who simply wants what you have. It should be to focus on the people who believe what you believe. When we are selective about doing business only with those who believe in our WHY, trust emerges.

[T]here is only one purpose to which a whole society can be directed by a deliberate plan. That purpose is war, and there is no other.

The purpose of going into business is to get free of a job so you can create jobs for other people. “The purpose of going into business is to expand beyond your existing horizons.

The basic definition of the business and of its purpose and mission have to be translated into objectives.