An inspirational reason for being in order to make a universal and timeless impact. “[Purpose] captures the soul of the organization. It is like a guiding star, the polar star on the horizon, and ideal to be attained.
The core purpose itself may not change but it may inspire change”
C O L L I N S , P O R R A S
B u i l t t o l a s t , 1 9 9 7