This is the high-level, enduring purpose of the product. It answers the question, "why does this product exist?". The mission is typically broad, stable over time, and provides a guiding star for all activities (e.g. "to empower small businesses with intuitive and accessible financial tools").

These are the longer-term, strategic outcomes that the product aims to achieve. Goals are often aligned with the mission but are more specific and time-bound, describing what success looks like in broader terms (e.g. "become the leading financial tool for small businesses in our target market by 2025").

Objectives: these are specific, time-bound targets that you want to achieve within a shorter timeframe (e.g., quarterly or annually). Objectives are derived from the broader goals but are more focused and actionable (e.g. "increase user engagement with our financial tools").

Key results: these are measurable outcomes that indicate progress towards achieving the objective. Each objective typically has 3-5 key results that quantify success (e.g. “increase weekly active users by 25%, reduce churn rate by 10%, and improve customer satisfaction score by 15 points”).