Along with cost of operations, a sound company strategy also relies on the creation and implementation of a workable mission statement. The statement should be broad enough to allow the company room to set and adjust goals as needed, but narrow enough to provide the business with the ability to create and nurture an identity that consumers recognize and come to trust. In order for the mission statement to succeed, it must have some grounding in reality. Operating from that foundation of reality, it is then possible to envision a profitable future for the business and begin setting goals that will make it possible to fulfill the statement as those goals are achieved.