ABSTRACT
Both individuals and organizations have a need to answer the basic questions of life:
. What are we here for . Where are we going? . What are our principles? (Purpose) (Vision) (Values)
They will inevitably come up with different answers. The more closely the vision and
values of organizations reflect the personal aspirations of their members, the more
effective they will be. Alignment is generally easier to achieve in non-profits than in
companies, as with Greenpeace:
‘‘There is a unity between Greenpeace values and the values of the individuals joining it.’’1
