A critical component of the One Page Strategic Plan is determining Your Core Purpose. In Patrick Lencioni’s recent book The Advantage he pronounces clarity as being critical to business growth. To achieve this he asks six questions about your company. The first one, "Why do we exist?" is possibly the most challenging and difficult for a business to agree upon without a leadership team’s dedication, effort and the ability to resolve conflict. And it simply won’t be achieved without the CEO making the commitment first.