All organisations need to deliver on their promise to their clients, customers or other stakeholders. To do so they need to deliver on their promise to their people. Values, and their associated behaviours, are part of that promise.
An organisation’s Purpose and Values describe the core or ‘soul’ of the organisation. They are the organisation’s principal foundations, providing clarity, direction and a common language about what is important. They play a critical role in creating a competitive advantage, for building a positive organisational culture, and for leadership effectiveness.
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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. Purpose is not a by-line or a marketing motto. It is the fundamental capture and sincere articulation of the soul of the business, but when it is found, it transforms everything.