WHAT IS THE COMPANY’S HIGHER PURPOSE?

These questions focus on the long-term direction you want to take with your organization, your guiding compass. It’s not about market share, profit, or financial value, but about the deeper purpose and mission of the organization.

Why does your organization truly matter, and what impact do you want to have on people or society? This is probably deeply connected to the founder’s original motivation for starting the company. It’s also why all team members should feel inspired to come to work every day.