You could also call it "Our vision." This is what drives u. Our organization, our history, and what's unique about our story and members. What many don't realize about us is that we have a distinct and interesting place in history that sets us apart, while enriching and maintaining the lasting bond we share with all of those we served with.
Every organization has a beginning, and this is where you talk about yours. People want to know what you saw ahead of you or how your passion led to the creation of something new. Talk about your journey--people wanna know about it.
This is should be a prospective customer's number one call to action, e.g., requesting a quote or perusing your product catalog.