If all members of an organisation know the organization's Purpose change can happen faster and with more focus.
The Purpose stands above all. The Purpose is my buddy. When I'm taking decisions or when we take decisions as a team we consult the Purpose and decide based on the Purpose.
The Purpose has two components
If you want to build a ship, don't drum up people to collect wood and don't assign them tasks and work, but rather teach them to long for the endless immensity of the sea. Antoine de Saint-Exupéry
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