Term applied to a type of strategic focus --
Jamshid Gharajedaghi's term for what is at the core of a successful strategy, where defining purpose is the most important task in defining a business architecture

Four basic concepts for understanding purpose --

• Definition of the business
• Know-how or technology which is transformed into offerings delivered to customers
• Systems architecture defines the relationship between technology, offering, and market
• Strategic Intent - formulated as a core competency - an attribute of the organization as a whole
• Measures of success
• Core values

Source: Gharajedaghi, 1999