Recently in I&P, we recommended that schools refine or develop three Purpose and Outcome Statements: the school’s mission (more likely a review and refinement), the Portrait of the Graduate, and the Characteristics of Professional Excellence for faculty. While each one has its place in guiding the school’s day-to-day educational activities, they can also be used to clearly differentiate the school from its competition. The three statements and how they are fulfilled provide an excellent opportunity for the school to describe its distinguishing characteristics for its constituencies (internal and external).