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Core Purpose

The core purpose is the reason that the company exists. This core purpose is expressed in a carefully formulated mission statement. Like the core values, the core purpose is relatively unchanging and for many companys endures for decades or even centuries. This purpose sets the company apart from other companies in its industry and sets the direction in which the company will proceed.

The core purpose is an idealistic reason for being. While company's exist to earn a profit, the profit motive should not be highlighted in the mission statement since it provides little direction to the company's employees. What is more important is how the company will earn its profit since the "how" is what defines the company.

Initial attempts at stating a core purpose often result in too specific of a statement that focuses on a product or service. To isolate the core purpose, it is useful to ask "why" in response to first-pass, product-oriented mission statements. For example, if a market research company initially states that its purpose is to provide market research data to its customers, asking "why" leads to the fact that the data is to help customers better understand their markets. Continuing to ask "why" may lead to the revelation that the company's core purpose is to assist its clients in reaching their objectives by helping them to better understand their markets.

The core purpose and values of the company are not selected - they are discovered. The stated ideology should not be a goal or aspiration but rather, it should portray the company as it really is. Any attempt to state a value that is not already held by the company's employees is likely to not be taken seriously.