A companies Mission or Core Purpose refers to the reason the organization exists, other than to make money. What is it’s distinctive contribution to the world? If the company disappeared, who would care, what gap would it leave?
This is important because it forms the foundation for great companies, providing a “meaning” to employees that not only brings out their best, but also serves to align the organization from top to bottom as every employee makes everyday decisions guided by this purpose.
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Jim Collins: Website, Good to Great, Built to Last
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