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The Purpose Aspect



Every organization is formed for a purpose and this aspect covers the reason for the organization's existence and the way that it develops - whether to teach students, distribute clothes to the poor, manufacture cars, build houses, administer a local community, right an injustice, or just provide a living for its owners.

The senior managers at least, need to understand the organization’s ‘Purpose’ but others connected with it should as well, including workers, customers, suppliers and partners. Everyone should be ‘pulling in the same direction’ and ‘singing from the same hymn sheet’.

Some organizations use terms such as 'Mission Statement', which are usually a combination of some of the elements which we use to define 'Purpose'. There are no right or wrong definitions, but we suggest that our categorization gives a logical set of distinct elements, which allows them to be evaluated independently and can result in a much more in-depth analysis of why the organization is there and what it is doing. 


The six elements of Purpose

Raison d'etre
Core values

Vision

Mission

Key policies

Target market

The basic reason for the organization
The essential beliefs that won't be compromised
What the organization wants to become
The action now to move towards the vision
The key guidelines of corporate behaviour
For whom the organization produces or serves >>>