Purpose & Values: aspirational or accurate?

2 Minutes
01/08/2025

If you were scanning the careers page of Company A and saw the below, would you want to work for them?

Our purpose: To create wealth for our shareholders

Our values: 
- We get work done on-time, no excuses
- We don't think: we do
- We respect our leaders

Maybe. Maybe not.

But what the purpose and values achieve is a firm sense of the expectations.

Compare this with Company B.

Our purpose: Building a better world

Our values:
- Teamwork
- Integrity
- Diversity

These are vague, idealistic and similar to thousands of other companies.

Purpose and values need to showcase the why and the how. And they need to paint an accurate picture.

Company A achieves this, B doesn't.

You may not personally like Company A but at least it leaves future talent and investors in little doubt who they are. 

Get in touch if you'd like to discuss creating the right purpose and values for your organisation.

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