> For the complete documentation index, see [llms.txt](https://wiki.anatomyofmarketing.org/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://wiki.anatomyofmarketing.org/the-aom-model/layer-two-fundamentals/company-strategy/why.md).

# Why

- [Purpose](https://wiki.anatomyofmarketing.org/the-aom-model/layer-two-fundamentals/company-strategy/why/purpose.md): A clear definition of Purpose within the Anatomy of Marketing (AoM), including how it fits within Company Strategy, why it matters, and how it connects to other core marketing concepts and tools.
- [Vision](https://wiki.anatomyofmarketing.org/the-aom-model/layer-two-fundamentals/company-strategy/why/vision.md): Definition of Vision in the Anatomy of Marketing (AoM), including future direction, why it matters, and how it connects to Purpose, Mission, and strategy.
- [Mission](https://wiki.anatomyofmarketing.org/the-aom-model/layer-two-fundamentals/company-strategy/why/mission.md): Definition of Mission in the Anatomy of Marketing (AoM), including what it is, why it matters, and when businesses need to address it.
- [Values](https://wiki.anatomyofmarketing.org/the-aom-model/layer-two-fundamentals/company-strategy/why/values.md): Definition of Values in the Anatomy of Marketing (AoM), including what it is, why it matters, and when businesses need to address it.