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The 31 Practices by Alan Williams, Dr. Alison Whybrow

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CHAPTER 5 PURPOSE

If you want to build a ship, don’t drum up the people to gather wood, divide the work and give orders. Instead, teach them to yearn for the vast and endless sea

Antoine De Saint Exupery1

Purpose refers to the very reason that something is done or for which something exists. The broader the aim, the bigger the goal. Purpose is not a given for organizations or individuals; it is something that needs to be crafted and defined, something that has to be believable if it is to be believed in.

Clarifying purpose is the starting point for the 31Practices framework and in this chapter, we explore what makes it so fundamental to ...

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