Build It

4Purpose, Mission & Values

Chapter Objectives

In this chapter, we will:

• Examine why clearly developed Purpose, Mission & Values (PMV) is critical to engagement.
• Discuss how an inspiring mission is key for staff to get behind.
• Look at how documenting and embedding company values can play a key role in guiding behavior.

Key Points

• Companies need an inspirational and authentic mission and livable values that support and drive the business and employees.
• Clear and well‐communicated PMV inspires employees, connects customers and creates alignment.
• PMV has to be more than just words: It must be lived. Misalignment between words and actions is inauthentic, and can be a key disengager.
• Genuinely embedding values in your organization will have a dramatic effect, so make sure they are the right ones. It takes time, but is hugely valuable, so get started now.

Introduction

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?
• Purpose—Why does that goal have to be achieved? Who benefits?
• Values—How will your company behave to make that happen?

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