4Purpose, Mission & Values


In the last chapter, we talked about the importance of open and honest communication, explaining it was a foundation of employee engagement. If communication gives you a foundation on which to build an engaged culture, Purpose, Mission & Values (PMV) gives your culture both direction and a way of working to get there.

Let's start by defining some key terms, showing how they each answer a key question:

  • Mission—What big goal or outcome is your organization committed to?
  • PurposeWhy does that goal have to be achieved? Who benefits?
  • ValuesHow will your company behave to make that happen?

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