You read the company's mission statement, and it seems vague to you: "to create a shopping experience that makes our customers feel good about themselves and a business that achieves financial success." you're confused about what that means. is the company focusing on the shopping experience itself to make the customers feel good about themselves, or how they look in the clothes? or is it focusing on shareholder value by making the company a financial success? you meet with the executive team and learn more about the company. when the company was founded over 40 years ago, it focused on providing quality, classic apparel and accessories for mature women. over the years, the company made an effort to keep up with fashion trends and fads, but in the process lost much of its customer base, who wanted timeless, quality apparel. sales slumped, and executives are stumped about what to do next. you suggest the company should go back to its roots and revamp its mission statement as a first step in its makeover.