Purpose is the reason for a Responsible Business's existence and guides its choices. A firm’s Mission statement talks about what a company does to fulfill its Purpose while the Visions statement projects what the firm might look like in the not-too-distant future. To illustrate what we mean by Mission and Vision, let’s invent a mythical company, Transnuclear Power Corporation, or TPC, to illustrate.TPC’s Purpose is to "free the world from nuclear waste and dependence on fossil fuels."  OK, so that’s it’s North Star, it’s Moonshot. TPC’s Purpose is short, memorable and it’s a big idea! A Mission Statement tells the world what a company is currently doing to fulfill its Purpose,TPC's Mission Statement is, "We make inexpensive and safe small modular nuclear reactors – SMRs - that burn spent nuclear fuel to make electrical energy."TPC's Mission is easily remembered and understood, reflects the firm's core competency, is actionable daily, and presents a metric for each part of the statement. All good. TPC's Mission is on target. There’s an adage that goes something like, “A goal without a date is just a dream.” Thus, the company’s Vision Statement differs from its Purpose or Mission Statement. The Vision Statement projects what the company aims to accomplish in fulfilling its Purpose within a specific time frame, usually five to ten years - sometimes longer.TPC's Vision Statement is "Within fifteen years, we aim to be the leading provider of cost-effective, reliable, and safe electric power sources throughout the world." The Vision Statement sets a defined direction for planning and executing corporate-level strategies informed by the company’s Purpose and made real through its Mission.It’s ea1sy to see that Mission and Vision may change and be revised over time, as a company moves closer to fulfilling its Purpose.Ethics is a system of moral principles a person or group holds that may influence decision-making and behavior. Someone once said that the measure of a person is not what they do when everyone is looking but what they do when no one is looking. Ethical behavior is the result of acting according to one's Ethics. The principles of behavior in a corporate Ethics Statement create expectations for which an organization may be held accountable by its stakeholders as a good “citizen,” including trustworthiness, responsibility, caring, and fairness in equal opportunity.A firm’s Hierarchy of Strategic Intent starts with Purpose. Purpose informs Mission and Vision. Ethics make up that for which a firm can be counted on while reaching for its Purpose. That said, Strategic Intent becomes tangible when it permeates a firm’s culture and transforms into a Circle of Responsible Management..

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