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Experts agree that the single most important attribute of the successful charter school is a clear sense of purpose or mission shared by parents, students, staff, and the school's board of trustees. A common vision of what it means to be educated and how one becomes educated forms the basis of a coherent school design. It guides the school's decision-makers in every aspect of planning and operations. It gives potential employees, prospective students, and their parents clear indications of how they will be treated and what will be expected of them. It explains to chartering agencies and the community at large how this charter school is distinctive from other public schools. It provides a basis for decisions by foundations to support the school. It gives prospective lenders confidence that key personnel and constituencies have the level of commitment and purpose necessary to make the school financially viable.Parents, school employees, and students will scrutinize, reference, and utilize the mission statement, especially in the school's first year. Indeed, most charter schools include a mission statement in their marketing materials and web site. It explains to the rest of the world the intended purpose and standards for the school. And since a charter school's purpose is likely to change, the process of re-writing a mission or vision statement may help the school regain clarity about where it is headed or help to build consensus among new members of the community. Regardless, Premack and Diamond (1994) warn, "Those lacking this guiding educational vision will fail to take full advantage of the charter legislation and struggle unnecessarily with the challenges presented by the charter implementation process."