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The essence
In an era of constant change, a powerful Purpose, clear Vision, and authentic Values are the strategic anchors of a resilient organisation. They are the compass that guides leadership decisions, the foundation of a cohesive corporate culture, and the magnet that attracts and retains the right talent. When embedded correctly, these core principles move from being abstract statements to becoming the very engine of your strategy, aligning your people and unlocking their potential to drive superior performance and meaningful growth.
Our purpose, vision & values solutions
Purpose & Vision
Definition Workshop
Core Values Articulation & Behavioural Framework
Leadership Alignment
& Cascade
Values Activation
& Embedding
Internal Communication
& Storytelling
Purpose & Vision
Definition Workshop
Our expert facilitators guide your leadership team through intensive, collaborative workshops. We use proven methodologies to help you articulate a powerful organisational purpose and craft a compelling, future-focused vision statement that galvanises your entire company.
Core Values Articulation
& Behavioural Framework
We help you move beyond generic values to define those that are authentic to your organisation. We then translate these values into a tangible behavioural framework, providing clear examples of what "living the values" looks like day-to-day, which is key for leadership alignment.
Leadership Alignment
& Cascade
A unified leadership team is crucial for success. We design and facilitate sessions to ensure every leader deeply understands, buys into, and is equipped to champion the organisation's Purpose, Vision, and Values with their respective teams.
Values Activation
& Embedding
This is where beliefs become practice. We partner with you to develop a strategic roadmap for embedding your values into all critical HR programmes—from hiring and onboarding to performance management and recognition—driving true transformation.
Internal Communication
& Storytelling
To bring your Purpose, Vision, and Values to life, they must be communicated effectively. We help you craft powerful narratives and launch internal campaigns that celebrate value-based behaviours and connect every employee's role to the company's broader mission.
Our collaborative process
Discovery & Diagnosis
Co-Creation Workshop
Behavioural Framework Design
Strategic Embedding Plan
Activation & Measurement
Purpose vision values in action
Go Big
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Know Your Talent
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Living the Values Code
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“The Chosen One”on Engineering Campuses
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The company we keep
Purpose vision values FAQs
Purpose is timeless, while Vision & Mission are time-bound. Purpose is about the reason of existence for a company, while Vision & Mission are about an ideal future outcome the organisation wants to achieve and what the company is doing today to fulfil that vision, respectively.
Leaders must consistently model and champion the company's values. Alignment at the top is the single most critical factor for ensuring that a purpose and values initiative is seen as a strategic priority, not just an HR exercise.
Our process is built on co-creation. We do not bring pre-packaged values. Instead, we facilitate deep conversations with your own people to unearth the principles that are already present in your organisation's DNA. This ensures the final values are genuine and resonate with employees.
The timeline varies depending on the organisation's size and complexity, but a typical project involving discovery, workshops, and framework design can take between 8 to 12 weeks. The embedding and activation phase is an ongoing journey, not a one-time event.
Success is measured through both qualitative and quantitative metrics. We help you track improvements in key indicators such as employee engagement scores (e.g., eNPS), retention rates etc. We also look for evidence of values-based decision-making and enhanced collaboration to demonstrate a tangible return on investment.
Credo is a broader ethical framework that guides how the organisation sees its role in society, while Values are the specific principles that drive daily behaviour.
Values are beliefs, while guiding principles are actionable steps to uphold those beliefs.
The value proposition explains the specific benefit customers get, while the brand promise speaks to the overall customer experience and commitment the brand guarantees.
The brand promise is the overall commitment to customers, while the tagline is a concise, catchy phrase meant to reinforce that message in marketing.
A Mission statement defines what your organisation does, for whom, and the benefit. A Vision statement describes the future you aim to create. Your Values are the core principles that guide the behaviours needed to achieve that mission and vision.
If leaders do not consistently model and champion the company's values, they will never become part of the culture. Alignment at the top is the single most critical factor for ensuring that a purpose and values initiative is seen as a strategic priority, not just an HR exercise.
Our process is built on co-creation. We do not bring pre-packaged values. Instead, we facilitate deep conversations with your own people to unearth the principles that are already present in your organisation's DNA. This ensures the final values are genuine and resonate with employees.
The timeline varies depending on the organisation's size and complexity, but a typical project involving discovery, workshops, and framework design can take between 8 to 12 weeks. The embedding and activation phase is an ongoing journey, not a one-time event.
Success is measured through both qualitative and quantitative metrics. We help you track improvements in key indicators such as employee engagement scores (e.g., eNPS), retention rates, and employer brand perception (e.g., Glassdoor ratings). We also look for evidence of values-based decision-making and enhanced collaboration to demonstrate a tangible return on investment.
Purpose is timeless, while Vision & Mission are time-bound. Purpose is about the reason of existence for a company, while Vision & Mission are about an ideal future outcome the organisation wants to achieve and what the company is doing today to fulfil that vision, respectively.
Credo is a broader ethical framework that guides how the organisation sees its role in society, while Values are the specific principles that drive daily behaviour.
Values are beliefs, while guiding principles are actionable steps to uphold those beliefs.
The value proposition explains the specific benefit customers get, while the brand promise speaks to the overall customer experience and commitment the brand guarantees.
The brand promise is the overall commitment to customers, while the tagline is a concise, catchy phrase meant to reinforce that message in marketing.
Glossary
BHAG (Big Hairy Audacious Goal)
A BHAG is a bold, long-term goal that challenges the organisation to achieve something extraordinary, often requiring a major leap in capability or innovation. Unlike other elements like a vision or mission, it’s particularly ambitious and audacious, pushing the limits of what the company believes is possible. Imagine being the first to summit the 'unclimbable' mountain or discovering a legendary, uncharted continent that may not even be on the map yet. That’s your Big Hairy Audacious Goal.
Brand Promise
’What experience or feeling do we consistently promise to deliver to our customers?’ The Brand Promise is the implicit or explicit and consistent commitment a company makes to its customers about the experience they can expect. It’s a core promise that shapes the overall perception of the brand. It's what people hear about you before you even arrive.
Core Competencies
Core Competencies give the organisation an advantage over its competitors, the unique strengths and capabilities they possess that enable them to succeed and set them apart. Identifying these helps align resources and focus areas in a Vision, Mission & Values exercise. These are the expedition's unique gear and survival skills, like having the only map of a region, a world-class navigator, or specially designed all-terrain vehicles that allow you to cross landscapes others cannot.
Credo
'What are the core beliefs and promises that guide how we serve our stakeholders?’ The charter of the expedition, a credo is a public document that outlines your promises and responsibilities to your crew, your sponsors, and the native peoples you will encounter on your journey. It outlines an organisation’s philosophy or code of ethics, and usually speaks to an organisation's broader responsibilities to stakeholders and can often serve as a moral compass for the company’s actions.
Guiding Principles
If your Values are the internal compass, Guiding Principles are the rules of the road in your field manual. When you ask, ‘What key actions and behaviours must we follow to achieve our mission and uphold our commitments?’, the specific directions or protocols that help to implement the organisational values are your Guiding Principles. These are actionable and provide a framework for decision-making in line with the organisation’s core beliefs.
Mission Statement
The mission is what defines what the organisation does and who it serves right now. It is the itinerary or route plan for the journey toward the Vision. It’s practical, concrete, and focused on the current role the company plays. It is your answer to the question ‘What do we do, for whom, and how?’
Purpose
Your answer to the question ‘Why do we exist?’ The purpose is the reason the organisation exists beyond just making money. It’s about the impact or difference the organisation is trying to make in the world. Think of it as the organisation's North Star, providing a constant direction and a source of motivation.
Tagline
‘What short, impactful statement best captures the essence of who we are and what we stand for?’ The tagline is a short, catchy phrase that encapsulates the essence of the brand and is used primarily for marketing purposes. It is your rallying cry or motto, a short phrase to build morale and known by others as the team's signature call. It’s often more memorable and focused on communication.
Value Proposition
The value proposition is the unique promise made to customers about the specific value or benefit the organisation provides that solves their customers’ problems better than anyone else. It explains why customers should choose the organisation over others. Your Brand Promise gets you in the door, but your Value Proposition is the trade you offer.
Values
'What do we believe in?’ Values are the core beliefs that guide how employees behave and make decisions. They define what is non-negotiable, and are the internal compass for every employee, driving their behaviour within the organisation.
Vision Statement
The vision describes where the organisation wants to go in the long-term future, your answer to ‘What do we aim to achieve?’ It’s aspirational, often bold, and reflects the ideal outcome or impact the organisation hopes to achieve. It’s about ambition and inspiration. If Purpose is the North Star, the Vision is the specific destination on the map you are striving to reach.
Carpediem inks
The B-Schooler’s love affair with Campus Competitions!
In every way the Apple of my eye
