Your story is a three-legged stool
If the seat of the stool is the story about the difference you make in the world, what are its three supporting legs? One would be your higher purpose. What drives you besides making money? Another would be your vision. What does the world look like when you succeed? The third would be your mission. If your vision paints a picture of a better future state, what are the beliefs and values that guide you there?
Many organization, especially non-profits, rely on mission statements alone. Most of them read like a list of the services they provide with some human resources compliance issues having to do with diversity and community bolted on. Many business mission statements play it safe and come off generic by promising value, a commitment to service and quality, and so on. Things everyone promises. As for higher purpose, that doesn’t even occur to most. Yet, it is an important differentiator to most buyers. Your higher purpose may not even reside in the realm “business” but be something more aspirational or even spiritual. While you may not share it publicly you need to know it, internalize it, and figure out how to imply and signify it.
If this piques your interest and you like to learn more about how to find and articulate your higher purpose and why that matters, coffee is on me.