The purpose statement answers the basic questions:

  1. "Why do we exist?"
  2. "What is our reason for being?"

Purpose is the ultimate energiser, this is why I have shown it as the sun. It's the thing we turn to when we need to remember why we are here.

When to use Purpose Statements:

  1. When managers and/or staff seem unclear why we are in business
  2. When new products/services are being developed that are outside the core
  3. Falling sales, profits, customers
  4. When energy levels are low
  5. When you find yourself lurching from crisis to crisis
  6. If your environment has changed
  7. When managers understand the Purpose but staff have no interest or knowledge about it
  8. If managers and staff have no common understanding of the Purpose.
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