A good purpose statement places the customer in the center. A company exists because there is a problem or need that customers have, and the company has a solution that the customer prefers. The company has something unique that it can utilize for the customers’ benefit. Statements like “We are an engineering company” or “We are a design and build firm” do not say anything about your purpose. As Cynthia Montgomery writes in The Strategist: Be the Leader Your Business Needs , the acid test of a purpose is this: Will it give you a difference that matters in your industry?