The overarching company purpose, also known as the company's mission statement, should be the single anchor for any product development team. Everything the company does should be traceable back to that. 

It's important that the organization's purpose is restated as part of the liftoff and that our team understands how our mission contributes to the overall company mission.

It is usually in the form of a simple statement, for example, here are a few high-profile company mission statements:

• Google: "To organize the world's information and make it universally accessible and useful."
• Tesla: "To accelerate the world’s transition to sustainable energy."
• Kickstarter: "To help bring creative projects to life."