Every business has a purpose. But purpose is a loaded word.
People hear "purpose" and think vision statements, mission declarations, something aspirational. That's not what I mean.
Owner's intent is simpler. It's what the owners want the business to produce. Cash flow, growth, freedom, impact. Whatever it is, it needs to be real, not something superficial or tacked on.
Why does this matter? Because you can't operationalize without clarity. You can't build the right systems without knowing what you're building toward. You can't put the right people in the right seats without knowing what game you're playing.
Owner's intent needs three things. Clarity: is it defined and easy to understand? Alignment: do all stakeholders agree? Achievement: are there measurable outcomes tied to it?
Don't let it sit in a wiki. Use it to guide decisions. Revisit it regularly. Make sure business outcomes align with it.
A business with clear intent delivers better results. For everyone involved.