You could also call this heading "Our philosophy" or "Our vision." This is the place to talk about what drives you and your business and what's unique about your process. What you write here should be something distinct and interesting about your business that sets it apart from others in the same industry. Every business has a beginning, and this is where you talk about yours. People want to know what opportunity you saw or how your passion led to the creation of something new. Talk about your roots--people wanna know you have some.