ABSTRACT
Purpose is the reason for the organization and its overall goals. Vision is a desired future state or ideal for an organization; this requires an organization to make a substantial strategic change. Visions are drawn up in document form as a statement of intent. They are typically short and memorably ambitious but not overblown. A mission statement explains why an organization exists. It explains the scope of what an organization does and typically will have a rationale to explain how it adds stakeholder value. A values statement documents the expected collective norms and standards of behaviour for an organization’s managers and workforce. An organization’s core values constitute its basic strategic understanding, and Collins emphasizes the importance of a culture of self-disciplined people who adhere to a consistent system within which they have the freedom and responsibility to take action. This discipline is felt as much intuitively as it is consciously.
