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There is nothing more powerful to direct focused attention within an organisation than clearly articulated Purpose, but identifying what this might be is not a simple task. Many organisations confuse their Vision with their Mission, and their Mission with their Purpose. Purpose is difficult to identify, but when it is, it unleashes a cascade of thinking and behaviour that simultaneously transforms and unifies an enterprise.
Only when purpose is really clarified, can attention can be truly focused. Take Southwest Airlines as an illustration. For an airline that began with only three destinations in one state, Southwest has grown to be a leader in its field. But right from the beginning, they had identified their true purpose...