Your organisational purpose lies at the crossroads of your identity and the needs you address in the world. It represents the fundamental reason for your organisation’s existence.We view it this way: while both mission and vision may evolve over time, your company’s purpose remains constant. This purpose is timeless and serves as the essence of why your organisation exists, extending beyond its products or services.

1. What do we do?
2. Where are we going?
3. Why do we exist?

Understanding this distinction is crucial, as it helps clarify the deeper motivations that drive your organisation and guide its actions in a meaningful way.