From the course: Brand Leadership: Building Brand and Culture

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Overarching purpose and core values

Overarching purpose and core values

From the course: Brand Leadership: Building Brand and Culture

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Overarching purpose and core values

- "To make a contribution to the world "by making tools for the mind that advance humankind. "To deliver happiness to the world. "To inspire and nurture the human spirit, "one person, one cup, and one neighborhood at a time." Those are the purpose statements of Apple, Zappos and Starbucks, respectively. They're inspiring, aren't they? They're also examples of how a company's purpose should unify, align, and motivate everything it does inside and out. You see, your company's purpose is its why, why it does what it does, why it exists. You need to articulate the invaluable, irreplaceable role your company plays in people's lives, and live it out. But I find that most companies have a mission statement that outlines the scope of the business and sets certain performance targets. For example, a typical mission statement might read "To build shareholder value by delivering products "and solutions in innovative and…

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