The article challenges the conventional wisdom surrounding mission and vision statements in businesses, especially startups. It argues that these terms often feel empty or pretentious, particularly in early-stage companies focused primarily on product development and customer feedback. Many established companies, like Coca-Cola and McDonald's, have mission statements that are more self-serving than inspiring, leading to skepticism from employees and customers alike. The author highlights some companies that genuinely embody their missions, such as Khan Academy and Patagonia, but questions whether adopting a lofty mission is essential for success. The piece distinguishes between different interpretations of "mission." One view sees it as a higher purpose, while another sees it as a practical execution goal. The author cites Simon Sinek, who argues that having a clear, meaningful purpose can lead to loyal customers and passionate employees, among other benefits. Yet, the author notes that many successful companies are not mission-driven and operate effectively by focusing on execution instead. This raises the possibility of being "mission-derived," where a company can still aim for a positive impact without it being their original focus. The author proposes alternative terms: "Purpose" and "N-year Vision." Purpose refers to the larger transformation a company aims to contribute to, which should resonate with people beyond the organization. This is exemplified by companies like Tesla that prioritize sustainability. The "N-year Vision" is a concrete outline of what a company hopes to achieve in the future, including specific products and target customer segments. The suggested approach offers clarity and actionable steps rather than vague aspirations, making it a practical framework for businesses aiming to articulate their goals.