I once came across a statement of purpose for an organisation and it read as follows: “We exist to professionally build long-term high-impact sources so that we may endeavour to synergistically leverage existing effective deliverables to stay competitive in tomorrow’s world.” So there you have the purpose! Everyone now clear on what they need to do, how to measure progress and how to do it? Not a chance!
True purpose can only be established by studying the WHAT and WHY of current performance. A statement of purpose must be expressed from the customer’s point of view and in their terms, i.e. from the outside-in not top-down. This outside-in perspective is one of the key features of a new way of thinking about organisations and management method.