What is the higher purpose of the company?

These questions relate to the long-term direction where you want the organization to go, your compass. This is not about some market share, profit or financial value of the organization, but about the organization's right to exist and higher purpose.

Why does the organization really matter and what is the result of the added value you ultimately want to achieve for people or society. This is deeply rooted in the intrinsic motivation why the founder(s) started the company. And what people who work for the company get out of bed for every day if all goes well!