Hi, Jessica. That’s a great question. And, like we content strategists are used to saying, the answer is, “It depends.” I’ve done both. In some cases, I’ve been able to arrive at a unifying compass statement that works across audiences, but then I’ll often also break it down by audience and provide additional details about what the statement means for each, especially around the substance of the content. Other times, it’s made more sense to craft a separate statement for each audience. Even then, though, I try to do have something at the top that holds it all together. For one client, the statement was geared around how the content should help site visitors take the next best step for their situation (paraphrasing here). So, that sat at the top and I defined what that meant in more detail for each target audience. I hope that helps.