What are your corporate objectives?
Companies have a relatively homogenous group of shareholders to communicate with but various stakeholders.
It is clear what shareholders expect, but not what stakeholders whish.
The pursuit of the profit is clear, but if all stakeholder's interests are to be balanced, trade-offs will become increasingly complex.
'Objectives are not fate; they are direction. They are not commands; they are commitments. They do not determine the future; they are means to mobilize the resources and energies of the business for the making of the future.' [Peter Drucker]
'Failure comes only when we forget our ideals and objectives and principles.'